Samsung: Universe Campaign Concepts (Strategy)

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Samsung Universe/AT&T Campaign

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Samsungs 360 Degrees of Green

Samsung is commiIed to providing a beIer green experience through eco-friendly products, solu9ons and technologies that benefit our customers lives, affirm our shared values, and respect our planet

Samsungs vision is to create new value for consumers through eco-innova9on

Samsung supports this vision with eco-management policies that drive towards greener partnerships, greener processes, greener design and end-of life planning

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Universe Product Posi9oning For the eco-conscious consumer, the Samsung Universe is the best mobile solu9on that enables easy contribu9on to change and provides a more connected green life. Unlike other eco-friendly phones, purchasing the Samsung Universe enables the consumer to green their world through interac9ve and tangible ac9vi9es.

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Universe Campaign Objec9ves

Crea9on of a green campaign for the AT&T Samsung Universe that:

Meets, matches and builds on AT&Ts objec9ves in the green space

Cuts through the cluIer and resonates with the consumer in a unique, personal wayextending AT&T and Samsungs brands as they relate to sustainability and promo9ng the benefits of the product

Builds consumer awareness of the unique product offeringgenera9ng demand at the channel

Incorporates eco-centric gaming and content offerscrea9ng purchase opportuni9es

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Strategic Partnership | World Wildlife Fund

The worlds leading conserva9on organiza9on, World Wildlife Fund works in 100 countries and is supported by 1.2 million members in the United States and close to 5 million globally. WWF's mission, the conserva9on of nature, is a natural fit for a partnership with AT&Ts Samsung Universe. The WWF works to preserve the diversity and abundance of life on Earth and the health of ecological systems by:

Protec9ng natural areas and wild popula9ons of plants and animals, including endangered species

Promo9ng sustainable approaches to the use of renewable natural resources Promo9ng more efficient use of resources and energy and the maximum reduc9on

of pollu9on

The WWF Has a loyal following, which is in alignment with the target audience for the Samsung

Universe (people who care about the environment and want to spark change) Has a well-established social-networking system, crea9ve and marke9ng assets

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Strategic Data Partner | Xeko

Xeko (pronounced zeeko) is an award-winning kids entertainment brand specifically created to ins9ll posi9ve social and environmental values into the worlds future stewards while empowering them to make a difference today. Xeko encourages players to Game for Good by playing a series of eco-centric games, which allow them to earn points which are then turned into funds that support real environmental projects around the world.

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Campaign Concept| Your World. Your Call. Its Your World, Your Call. Purchase the AT&T Samsung Universe to start making a difference. Addi9onally, you can help by recycling your old phone in-store or by using the convenient, postage-paid envelope found in the box of your new Universe.

Gi3 with Purchase: Ac9vate a $20 dona9on to the World Wildlife Fund in your name when you register on the AT&T Samsung Universe website. Youll also receive a 3-month membership to Xekos Gaming for Good Community. Play the Xeko Eco-Adventure game, adopt endangered animals and earn points, building your Xeko-system. The more you play, the more good you do, as points you earn are turned into addi9onal dona9ons to the World Wildlife Fund.

Purchase Special Content: Reach new levels of the game to unlock special eco-centric content at AT&T MEdia Mall, where you also have the opportunity to purchase premium eco-content.

Win a Safari Trip: Build a healthy Xeko-system and youll be entered to win a trip for 4 on a guided African Safari at the world famous Masai Mara Preserve in Kenya.

Campus MovieFest: The winners trip will be documented and turned into a short-film that will be played at AT&Ts Campus MovieFest.

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Promo9onal Point of Sale

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Consumer Ac9va9on

Once the customer takes their Universe home, the rela9onship is just beginning

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The Universe box is made of plantable seed paper. Just by plan9ng the box, they can start making their world greener

On the Quick Start Guide, theyll find a graphic symbol which, when viewed through the Universe, will show an Augmented Reality view of how their purchase helped the environment

Weekly, the Augmented Reality visual will change to reflect a greening world as more customers join the AT&T Samsung Universe movement to make a difference

Theyll also be directed to an AT&T Samsung Universe website to ac9vate their WWF dona9on


Sample Augmented Reality Clip

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Eco-Centric Content

A fun and engaging online mobile game con9nues the experience by enabling customers to Game for Good and rewarding them with eco-content

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As a GWP, customers receive a 3-month membership to Xekos eco-adventure

As points accrue, Xeko contributes to the WWF

When players reach new levels, eco-content is unlocked on AT&T MEdia Mall

Premium content is also available for purchase

Build a healthy Xeko-system and be entered to win a trip on an African Safari at the Masai Mara Preserve in Kenya. The trip will be documented and turned into a short-film for AT&Ts Campus MovieFest


Social Media

Integra9ng social media allows the customer to share the story with their friends

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The ini9al WWF dona9on rewards the customer with a virtual badge to display on their social media profiles

As customers Game for Good updates on their ac9vity (and contribu9on to the cause) post to their social networks

Updates link to a Facebook Fan Page where their friends can learn more about the AT&T Samsung Universe


Viral Marke9ng

Fun and familiar interac9ve tools spread the message of the AT&T Samsung Universe virally

Customizable eco-themed JibJab videos on the AT&T Samsung Universe site allow customers to communicate the Universe message to their social networks

The video can be sent to Facebook, MySpace and other social sites, sent in an email or embedded in a blog or website

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Sample of JibJabs Elf Yourself

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Public Rela9ons

Buzz-worthy campaign elements create awareness and invite customers to join the AT&T Samsung Universe Movement

World Wildlife Fund Augmented Reality experience Gaming for Good American Idol Tour 9e-in

Recycle phone at an AI concert, take home an Idol (branded t-shirt made of recycled materials)

T-shirts have special Augmented Reality message from the Universe on the back

Bounceback cards made of plantable seed paper drive traffic to AT&T stores

Augmented reality displays in stadium engage aIendees and generate buzz

Street teams invite aIendees to view displays through Universe phones, demonstra9ng how they too can help green the world

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Fun and eco-conscious promo9onal plantable seed boxes generate excitement internally at AT&T and with the media

VIP promo9onal package made of plantable seed paper

Inside the lid, a special Augmented Reality graphic illustrates what the seeded box will look like when plantedflowers and greenery springing to life

Place the box where you plan to plant to watch your garden flourish in Augmented Reality

Strategic seeding of bloggers and reporters generates PR and supports the eco-message for AT&T and Samsung

VIP Plantable Seed Boxes

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Training/Sales Incen9ves

A unique and compelling sales incen9ve supports the eco-message and engages reps to Go Green. Get Green.

Aqer reps complete Universe training they become eligible to Go Green. Get Green.

Sales earn points which can be redeemed for giq cards to businesses that support sustainable living

Points also generate entries into a contest to win an exci9ng eco-expedi9on from the World Wildlife Fund

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Strategy and Benefits

Inspire and Generate Buzz with AT&Ts first eco-centric device Incorporate Eco-Centric Gaming and Content Offersbuilding on the green message and crea9ng addi9onal purchase opportuni9es

Create Synergy by partnering with the World Wildlife Fund a much-loved charity with a loyal customer base (aligning with the Universe), established social networks, and leveragable marke9ng assets

Make it Easy by allowing the consumer to contribute by doing something as simple and fun as gaming

Let them Share with the World by using familiar and easy social media tools to share their new green choice (and promote the Universe) with their network

Create a Community through ongoing ac9vi9es and social forums Provide Rewards as customers Game for Good and earn dollars for the World Wildlife Fund. By doing good, they can unlock special eco-centric content and poten9ally win a dream trip to Africa

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Universe Campaign Elements

Samsung Universe

Campaign Concept

Partner-ships

Promo9ons

Consumer Ac9va9on

ARPU Drivers

Social Media

Viral Marke9ng

Public Rela9ons

VIP Seeding

Training /Sales

Incen9ves

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Universe/AT&T Objec9ves Alignment

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AT&T Green IniPaPves Samsung Universe* Meets AT&Ts GREEN GOALS?

Significantly Reduce Packaging

One United Package Recycled Paper

Reduced Size & Weight w/o vinyl coa9ng

YES

Non-Petroleum Based Ink Soy Ink YES

Reduce Printed Materials Paperless UG

Increase Use of Recycled Paper BOX: 80% Recycled Paper MANUAL: 20% Recycled Paper YES

Free of BFR and PVC

BFR FREE PVC FREE

Beryllium FREE Phthalate FREE An9mony FREE

YES

> 65% PCM Materials 70% PCM YES

Efficient Charging Solu9on STANDBY POWER: 0.03W ENERGY EFFICIENT: >75% PVC, BFR, BERYLLIUM FREE

YES

Provide Eco-Applica9ons to Promote Awareness

ECO AUI ECO Mode

ECO Calendar ECO Walk ECO Games

YES

*Subject to change as product develops


Thank You

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Samsung: Universe Campaign Concepts (Strategy)

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Transcript of Samsung: Universe Campaign Concepts (Strategy)