Samsung Print GALAXY NOTE ATELIER by Cheil Seoul

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Industry Mobile phones, devices & accessories
Media Print, Magazine & Newspaper
Market South Korea
Agency Cheil Seoul
Executive Creative Director John Jun
Creative Director Duksan Song
Art Director Taesik Kim
Copywriter E Jang
Released January 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: GALAXY NOTE
Chief Creative Officer: Jaesan Kim (Cheil Worldwide)
Executive Creative Director: John Jun (Cheil Worldwide)
Creative Director: Duksan Song (Cheil Worldwide)
Account Executive: Young Yun Cho (Cheil Worldwide)
Copywriter: E Jang (Cheil Worldwide)
Art Director: Taesik Kim (Cheil Worldwide)
Media placement: Event - CE Show - 10 Jan. 2012

Describe the objective of the promotion.
The main challenge was to successfully and effectively launch the Samsung GALAXY Note while accentuating the features and strengths of the product. The core features of the Samsung GALAXY Note are the S Pen, one of the most advanced input devices available, and the S Memo, which gave the consumer much more freedom with creating and saving notes.

Describe how the promotion developed from concept to implementation.
The analogue images of a gallery were blended with the powerful strengths of the product to create the 'Atelier' concept. Consumers who visited the booth would sit down with artists and watch their caricatures being drawn in real time on the Samsung GALAXY Note.

Explain why the method of promotion was most relevant to the product or service.

The caricatures were then immediately e-mailed to the customers in digital format, and to the giveaway stations in the booth, where customers could receive complimentary custom caricature T-shirts and photo sleeves on the spot. The entire process focused on raising interest and effectively delivering information, while creating strong impressions through attractive and appealing giveaways.

Describe the success of the promotion with both client and consumer including some quantifiable results.
For the duration of 3 days at CES 2012, the promotion resulted in 33,000 visitors a day to the GALAXY Note Atelier. The number of Facebook fans increased by 150,000, pushing the total number to over 6m. 1.1m more consumers started following on Twitter and 20,000 more consumers started following on LinkedIn. Local and international media covered the booth extensively during and after CES 2012. Increases in local sales were also reported.