Samsung DM THE COOLEST DM by Leo Burnett Dubai

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Industry Electronic Devices & Home Appliances
Media Direct marketing
Market United Arab Emirates
Agency Leo Burnett Dubai
Regional Executive Creative Director Malek Ghorayeb
Creative Director Mohamed Oudaha
Released April 2011

Credits & Description

Category: Flat Mailing
Advertiser: SAMSUNG
Date of First Appearance: Apr 17 2011
Regional Executive Creative Director: Malek Ghorayeb (Leo Burnett Dubai)
Creative Director: Mohamed Oudaha (Leo Burnett Dubai)
Senior Art Director: Rafael Rizuto (Leo Burnett Dubai)
Senior Art Director: Dima Kronfol (Leo Burnett Dubai)
Senior Copywriter: Nabil Rashid (Leo Burnett Dubai)
Interactive Designer: Murid Rahhal (Leo Burnett Dubai)
Communication Servicing Director: Nabil Mufarrij (Leo Burnett Dubai)
Account Manager: Jihad Nehme (Leo Burnett Dubai)
strategic Planner: Nicolas Chidiac (Leo Burnett Dubai)
Corporate Marketing Manager: Zeina Mandoor (Samsung)
Senior Production Manager: Sunil D'Acosta (Leo Burnett Dubai)
Media placement: Direct Marketing - Samsung Customers - 17/04/2011
Media placement: Ambient - Malls/In-Stores - 17/04/2011

Describe the brief/objective of the direct campaign.
Samsung is one of the leading air-conditioner makers in the world. The objective was to remind all Samsung customers that only their authorized servicemen could ensure reliable maintenance to keep the cool indoors.

Temperatures in the Gulf can reach a blistering 50°C, placing incredible strain on air-conditioners. With the A.C. category lacking adequate after-sales service, calling that random ‘A.C. repair guy’ has become the norm. As a trusted name in household appliances, Samsung wanted to demonstrate their expertise in the A.C. category.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Research in the region shows that most people maintain indoor temperatures at a comfortable 22-24°C. We developed a heat-sensitive card that reveals the Samsung call center once temperatures reach 25°C, verifying the fact that your A.C. needs servicing and more importantly who to call to do it.

The cards were sent to current Samsung A.C. customers to remind them to use only authorized servicemen. On occasions where authorizes serviceman visited homes of Samsung customers, these cards were also handed over

Explain why the creative execution was relevant to the product or service.
Samsung is one of the leading air-conditioner makers in the world. Developing a unique product demonstration that was handed over as a card, trustworthy relationships were created between Samsung servicemen and our customers.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Developing a unique product demonstration that can be experienced in every room of the house and by every member of the family, Samsung was able to solidify its reputation as the experts in cooling.