SAMSUNG LA FLEUR: DON'T TELL ANYBODY

Credits:

Advertising Agency: NEWTON GROUP OF COMPANIES, Yekaterinburg, RUSSIA
Advertising Agency: NEWTON GROUP OF COMPANIES, Yekaterinburg, RUSSIA

Name Company Position
Maxim Sidorchuk AGN Group Head Of Moscow Resident Office
Alena Radionova AGN Group Account Manager
Elena Gryzlova AGN Group Project Manager
Natalya Klyavochkina AGN Group Regional Manager
Denis Abramov AGN Group Designer

Type of Media Date of 1st Implementation Media Placement
Radio - 3 Spots 6-8 March 2007 Europa-Plus
TV campaign - 6 spots 3-8 March NTV
TV campaign - 6 spots 3-8 March TNT

Describe the objective of the promotion.
Target was to create the prerequisites for the impulse purchase, increasing the target audience and the shops’ staff loyalty to the brand, capturing the target audiences attention from the other mobile Realization of the nationwide project – promoting the new special female cell-phone series Samsung E500/E570/E420 LaFleur
Co-promo activities with the loyal dealers
New female cell-phone market launch – as a continuation of the ATL-campaign. Main motto –
'Don’t tell anybody!'
Working out the BUZZ creative concept that supports an ATL-campaign theme.

Describe how the promotion developed from concept to implementation.
The idea was absolutely opposite communication. Usually promoters talk a lot with customers; in our project they kept silent a Literal visualization of the 'Don`t tell anybody!' slogan. The promoter’s mouth was tied up with a narrow piece of cloth with 'Shhh!' written on it. They gave out cards with promo’s conditions. By purchasing the mobile phone this card entitled you to a gift.
AGN-GROUP activities:
Creative conception development
POSm design
POSm production
Promo-uniform design
Promo-uniform production
Address program compiling
Shopping center booking
Project organization and running
Promo-materials logistics in the regions

Explain why the method of promotion was most relevant to the product or service.
Motion Pro is an effective way to draw the attention of the target audience to the high technological qualities of the product, as well as to it's appearance. External appearance and design are highly important. The cell-phones are female audience-oriented and for this audience, visual characteristics are significant. The technological qualities of the product are emphasized by the availability of a 3D-flyer. An intriguing way of delivering information makes a high impact on the intended audience. The idea of promotion continues and supports the 'Shhh..Don’t tell anybody!' ATLCampaign.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- The different method of communication (silence instead of verbal persuasion) attracted consumers' attention at once.
- Client’s comment regarding the project: "In December 2006 we started a TTL campaign, supporting launch of the new SAMSUNG La Fleur female cell phones. We can call the results of the BTL-campaign 'La Fleur. Don`t tell anybody!' as one of our most original and successful campaigns. Samsung La Fleur sales volumes exceeded our expectations".
- Sales increased in comparison with the plan (confidence)
- Contacts increased to 44,580.