The Olympic Torch signals the Start of the Olympic Games.

The Olympic Torchsignals the Start of the Olympic Games.

But, if there’s No Torch Relay,

How can the Olympic Games be started?

But,

Torch Lighting Ceremony Starts the Olympic Games.

Torch Relay was disturbed by political activists during 2008

Beijing Olympics.

Finally,The IOC decided to ban worldwide

Olympic Torch Relay from 2012 London Olympic Games.

Then, how can the worldwide Torch Relay be revived ?

Worldwide campaign,

“Torch Relay with Sam”

SamA nickname of Samsung Electronics Mobile phone

(represents your friend)

You can be the Olympic Torch bearers.

You can build friendship with Samsung.

Contents

I. Situation Analysis II. Consumer Analysis III. Concept Analysis IV. IMC Strategies

ATL : TV Commercials & Other Advertisements BTL : SNS Marketing & Other Events

I. Situation Analysis

1. Market Analysis 2. Company Analysis 3. Competitor Analysis 4. 2012 London Olympic


Source: Hankyung Newspaper, “Worldwide Smart-phone users 30% between 5-24”, January 7, 2011.

① World Smartphone Sales Forecasted ② Global Smartphone Users between 15-24 years old (1Q 2010)

③ Portion of Smartphone Sales

Source: SERI, CEO Information, “Future lead by Smart-phone”, February, 3, 2010.

2007 2013

Smart phone

Mobile phone

In 2013, 40% in the world population will use Smart phones.

Source: SERI, CEO Information, “Future lead by Smart-phone”, February, 3, 2010.

(in million)

30% in 15~24 year-old use Smart-phone throughout the world.

Sales of Smartphone is expected to grow 4 times in 2013.

Smartphone will grow at 34% and ac-counts for 40% of total mobile phone market.

1. Market Analysis


Samsung maintains High Reputation at the global market.

Galaxy S

Release Date June, 2010

Sales 7 million in more than 90 countries

Wave phone(Samsung’s OS Bada)

Release Date May, 2010.

Sales 2 million in more than 80 countries

② Samsung Electronics Sales & Profits(trillion Won)

Source: DongA Ilbo, “Samsung Electronics the greatest record, ever” January, 8, 2011.

③ Main Products of Samsung Mobile Phone

① Samsung Brand Value

2. Company Analysis

Samsung Brand Value ranked #19 among global companies.

Profits increased twice more compared to 2007. Sales kept on increasing, reaching W 15.3 trillion.


However,despite of the high reputation, absence of

[ Enthusiasts ] is a key problem.

2. Company Analysis


However,despite of the high reputation, absence of

[ Enthusiasts ] is a key problem.

immeasurable & incalculablepart of brand value

2. Company Analysis


2. Company Analysis

Willing to sacrifice their time and wait for long lines to purchase newly re-leased Apple products.

Form their own social groups and strongly recommendApple products to others.

Forming cultural phenomena.

* Apple Fanboy : refers huge fans for Apple.

Does Samsung currently have

Avid Fans around the world?

Sorry, the answer is currently Not Available.


2. Company Analysis

Evaluating enthusiastic fans to brand image is not quantifiable.Thus, not commonly included in the evaluation process.

In reality, however, the number of enthusiastic loyal customers tell how much value it delivers to customers.

Now,Samsung Electronics needs

worldwide “Enthusiasts”,Who are not just the loyal customers,

but also create social phenomena and increase a firm’s value.

2. Company Analysis


Global Smartphone Market Share

Source: IDC Worldwide Quarterly Mobile phone Tracker, 4 November 2010


① Traditional Smartphone Competitors ② Other Olympic sponsors

Not only traditional Smartphone competitors, but also other Olympic sponsors should also be considered.

Top VII Partners for 2012 Olympics (Exclusive category)

3. Competitor Analysis


② Benefits from the Olympic Sponsorship

Source: SERI, “Olympics’ Economics”, September, 20, 2000.

With the Olympic sponsorship, Samsung can link “the Olympic spirit” to its corporate image.

① The Olympic Spirit

The mission of Olympic Spirit is "to build a peaceful and better world in the Olympic Spirit which requiresmutual understanding with a spirit of friendship, solidarity and fair play.

- International Olympic Committee

4. 2012 London Olympic Games

Image From: http://www.ruislip-handballclub.co.uk/Olympic-handbal -l.html

II. Consumer Analysis


Characteristics: ▷ Interested in and be positive to the Olympic Games. ▷ Open to new experiences, and different cultures.

1. Target Definition

YoungMinded

consumers

Young consumers between

18 to 27 years old

Secondary TargetPrimary Target

Image from: http://blog.naver.com/eif2002?Redirect=Log&logNo=60121512668


“Social Needs” are what the target group de-sires.

Jun. 2007 Jun. 2008 % Change

Social Network-ing 464,437

580,510 25%

FaceBook 52,167 132,105 153%

MySpace 114,147 117,582 3%

Hi5 28,174 58,367 107%

Friendster 24,675 37,080 50%

Orkut 24,120 34,028 41%

② Worldwide Growth of Social Networking Sites (# of Unique Visitors)

Source: comScore World Metrix

① SNS users over the Internet users

Target group possess the highest rate of SNS users over the Internet users.

Social Networking Sites have kept on growing year over year.

2. Target Insights


Time’s Person of the Year 2011Facebook CEO, Mark Zuckerberg

Throughout the world, SNS has been receiving the most attraction.

2. Target InsightsWorldwide online users know on average of 4 SNS sites.

One tenth of the world population registered to Facebook, about 0.6 trillion people over the world.

Besides, Facebook’s CEO was selected to be Time’s Person of the Year.

Survey: Online survey through EmailSample: 14 countries across all continents. Total sample size: 2,884Please note that upon countries population, additional weighting was performed.

III. Concept Derivation


From ‘Target Analysis’ and the ‘Olympic Spirit’, Being Friends with Samsung should be key word.

Be Friends !!

Target Analysis

: Social Needs

The Olympic spirit

: Cooperation


Samsung steps forward to become your friends andYou become Samsung’s friends (Enthusiasts).

Be Friends !!

Being Friends to each others!![Enthusiasts]

What You Need to haveWhat Samsung Need to have

Hi, Sam!

SamA nickname of Samsung Electronics Mobile phone

(represents your friend)


IV. IMC Strategy

1. Hi, Sam! 2. Torch Relay with Sam 3. Other IMCs

IV. IMC Strategy1 2 3

1. “Hi, Sam!” TV commercial

Name:

Mes-sage:

Method:

Reason:

Hi, Sam!

Hi, Sam! Thank you for always being with me.(always around you in your daily life, as if your close friend.)

TV Commercial of “Hi Sam”Model is a famous Olympic athlete, indirectly shows Samsung sponsorship of the Olympics.

Introducing Sam as one of familiar friends of yours.Sam represents Samsung Mobile.

IV. IMC Strategy

Storyboard of “Hi, Sam!” TV Commercials

Storyboard: Shows a typical daily life of a famous Olympic athlete who keeps on talking with Sam, but without revealing the appearance of it. Only at the last part, reveal the identity of who the Sam is.

1 2 3

1. “Hi, Sam!” TV commercial

#1 “Okay..okay.. Sam, I woke up.”

#3 “Thank you Sam, your recipe was great!”

“Sam, your music is great today.”

#4

“Sam, you’re my best friend ”

#5#2 “Thanks for the good news, Sam”

#6 Proud Olympic PartnerSamsung Mobile


2. Torch Relay with Sam!

IV. IMC Strategy

<Specific Methods>

1. TV Commercial

3. Torch at OR@S

1 2 3


Name:

Method:

Reason:

Torch Relay With Sam!

“Torch Relay with Sam, Retweet SNS Torch campaign to your friends. Go check on Sam-sung Mobile’s homepage to know how you can light the world with Torch Flames.Goal: 20,120,000 people’s retweet.”

Torch Relay with various SNS channels(Twitter, Facebook, and Smartphone Application)People retweet the message from Samsung Mobile, “Torch Relay with Sam”, to achieve the goal of 20,120,000 people throughout the world. Once this number is reached, only then SNS Torch can be lighten which is located at OR@S.

Similar effects as the traditional worldwide torch relayParticipants can enjoy a sense of being a torch bearer.

① Teaser Ad.

② Original Ad.

2. Smartphone App.

① Light the World

② 2012 Counter

Actual Message:

on

IV. IMC Strategy

Storyboard: Shows people all around the world waiting a message from ‘someone’.Storyboard: Shows the torch that has no fire flame, which is not yet been fired.Storyboard: Then show the message ‘What if, there is no Torch Relay for Olympic Games?’

1 2 3


#1 “What’s going on?”

#2 “Is there something wrong?”

Storyboard of Torch Relay with Sam! TV Commercials – Teaser Ad.

#3 (Silently shows not yet lightened torch statue.)

#4 (tense sound effect)(sound of lighting a fire: flint sound ef-fect)

What if,There is

no Torch Relayfor Olympic Games?

IV. IMC Strategy

Storyboard: Shows people all around the world receiving a message from Sam. Then ignites the small flames. As more people receive and send messages to their friends all over the world, the flame gets bigger and bigger, and finally becomes the Olympic Torch Flames.

1 2 3


#1 “Message from Sam has ar-rived.”

#2 ( sound of small flame)


#4 ( sound of bigger flame)


#6 “Throughout the world.”

#7 ( sound of big flame)

#8 “Torch relay with Sam”

Storyboard of Torch Relay with Sam! TV Commercials – Original Ad.

IV. IMC Strategy

Smartphone Application of “Torch Relay with Sam!”

Participants become torch bearers and can revive the worldwide torch relay through “SNS Torch Relay with Sam!”

1 2 3


① Light of the World

1 Lights are all out at first.

2 Lights are gradually turned on as mes-sages tossed from one country to another.

3 Finally, all lights on the map are turned on.

IV. IMC Strategy

By promoting Worldwide Torch Relay, Samsung can practicethe Olympic spirits of promoting peace over the world.

1 2 3

Smartphone Application of “Torch Relay with Sam!”2. Torch Relay with Sam!

② 2012 Counter

1 Counter begins from 0.

2 As the number of participants increases, the counter starts to go up.

3 By simultaneously showing the number, the final goal is to hit 20,120,000 people.

Once the goal of 20.12 million people over the world participate, scholarship to 2,012 students living in poverty are provided under Samsung name.

To promote large number of people to participate, show-ing the number of people participated simultaneously and giving out Samsung gifts to participants who send the message at 2012th, 20,120th, 201,200th, 2,012,000th, 20,120,000th participants.

Even after the Olympic Games end, Samsung keep more than 20,120,000 users worldwide and can conduct other promotions.

IV. IMC Strategy

Motivating SNS users to participate at “Torch Relay with Sam!” campaign.

1 2 3

Torch at OR@S, “Torch Relay with Sam!”2. Torch Relay with Sam!

1 Construct a Torch Statue around the OR@S.

2 Ask participants to upload their fa-cial images voluntarily when they send SNS text messages to Sam-sung Mobile SNS Homepage.

3 Torch is filled with the face images of participants from the worldwide. Once, filled with 20.12 million peo-ple, torch flame comes out.

③ Torch at OR@S

IV. IMC Strategy

3. Other IMC Strategies

1 2 3

1. ATL 2. BTLOutdoor Advertisement

Sports Magazine Advertisement

Amigo Party

To the Best Sam


3. Other IMC StrategiesATL – Outdoor Advertisement

Name:

Message:

Method:

Reason:

Outdoor Advertisement

Hi, Sam. Long Time No See. (4 years of the Olympic period)Hi, Sam. I’ll Always be with you. (Friend)

Install those advertisements around the air-port, stadium, and London.

Idea of Samsung as the Olympic Sponsor (Friend).

IV. IMC Strategy


1 2 3

ATL – Sports Magazine Advertisement

Name:

Message:

Method:

Reason:

Magazine Advertisement

Hi, Sam. You got the Gold Medal.

Paper advertisements in sports magazines

√ Main reader of Sport Magazines are similar to our suggested primary target group.

√ To give an idea that Samsung is the No. 1 in Smartphone industry, while giv-ing image as a friend.

IV. IMC Strategy


1 2 3

BTL – Amigo Party

Name:

Message:

Method:

Reason:

Amigo Party

Hi, Sam. Let’s get party started.

Time: After daily Olympic games are overDress code: OlympicsCharacteristics: √ Having a trial experience of Samsung mobile phones. √ Putting Samsung Mobile Logos around the party place. √ Promoting social events at the party.

Amigo means friend. Especially in western coun-tries, party is a very popular culture. Besides, party serves as a place that connects people, which satisfies social needs.

IV. IMC Strategy


1 2 3

BTL – “To the Best Sam” Campaign

Name:

Message:

Method:

Reason:

To The Best Sam

Hi, Sam! You are the best.

London City runs a volunteer program called London Ambassadors to wel-come foreigners. About 8,000 volun-teers will be selected and positioned at 35 locations around London city.Providing Samsung Mobile Phone to London Ambassadors as a token of ap-preciation for their efforts during the Olympic and Paralympic Games.

Creating positive cascade effects of linking the Olympic sponsorship and the Samsung Mobile to whom have strong interests toward the Olympic.

IMC Strategy Time Schedule

Apr. May Jun. Jul. Aug. Sep.

Hi Sam! TV Commercial

TorchRelay

TV Commercial Teaser

TV Commercial

Social Network

OR@S

Etc.

Outdoor Ad.

Magazine Ad.

Amigo Party

To Best Sam

IV. IMC Strategy

OlympicsStart

ParalympicsEnd

Bye Sam!

Q&AThank You

The Olympic Torch signals the Start of the Olympic Games.

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