Copy Strategy synthesis Promotion „5-year warranty for s E70&E80” (Trial for mechanism before Q4) BRIEF.

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Presentation transcript:

Copy Strategy synthesis Promotion „5-year warranty for s E70&E80” (Trial for mechanism before Q4) BRIEF

Copy Strategy synthesis Campaign Idea Samsung Smart TV S70&80 gives you the best in class quality, and luxury of innovation proved by additional warranty. and at we ensure by 5-year warranty for free! Samsung Smart TV gives you the biggest comfort in using the highest class TV, secured by 5-year warranty service.

Communication objective Samsung Smart TV sE70&E80 are the best in class, highest quality products, what is additionally proved by 5-year warranty for free. Target: above average income ( 5kPLN+), biggest cities in six reachest regions: mazowieckie (30%TG),śląskie, wielkopolskie, dolnośląskie, małopolskie, pomorskie. - high need of sense of luxury and prestige --high class members or aspirerers - active lifestyle, entertainers, - Innovation and newest trends watchers -- no visible brand preference Key specific message There is no doubt that sE70&80 are best choices in high class TV segment, what is proven by 5-year warranty. What will target group think in the future? Samsung SmartTV is a guarantee of highest quality product and, only if needed,premium help with with using it. What will target do in future ? Buy Samsung Smart TV -set instead of Sony or other brands. Recommend Samsung Smart TV to the family / acquaintances Selected reason to believe Samsung gives me 5-years warranty, what proves that TV sE70&E80 is of the highest quality and durability. Brand ownables Logo Briefing : Samsung Smart TV Date : W Source of business Sony, LG, Panasasonic Currently think / do Samsung Smart TV is high quality, innovativeTV but I suppose, that in highest price segment all TVs are more or less on the same level of innovation and viewing quality. That is why there are other aspects than technology which will convince me to brand selection. The one which I value most is comfort in using and sense of prestige connected to the brand. Samsung SmartTV sE70&80 Best in class quality proved by 5-years warranty. Call to action insight It is important for me to have best in class product, wihich gives me sense of prestige. guarantee ease of use & comfort.Premium & convenient services around it proves best choice & give me feeling of luxury, which I desire. Business Objective Qty increase in s E70&E80 Smart TV sell out, what will strenghten Samsung position in premium segment.

Copy Strategy synthesis POD Samsung Smart TV sE70&E80 have the uniqe feature of voice and gesture control; The biggest in market Smart TV content

Timing Promotion: (!) Communication: (strongest possible reach to be gained in the very beggining of the project) Need of on-time preparation & distribution of POSM for Neonet - selection of already used in other actions concepts/materials (i.e. wobbler for Smart TV) (ideally w.29 for preparation, w.30 for print and w.31 for distribution) Radio add, TV conent and on-line – w for preparation)

Copy Strategy synthesis Expectations Promo radio add – 30sec. Demo -content for TV explaining promo mechanism On-line : -LP on samsung.pl with promo explanation (simple steps) & 5-year guarantee formular and brief product presentation - targetted banner campaign - communication/positioning on comparison sides? - mailing? POP materials proposition: 2/3 types of POS dedicated only for Neonet – i.e. simple wobblers (similar to Smart TV concept) – possibilities from partner’s side tbc.

Copy Strategy synthesis Budget We expect agency proposition