분야
docx2. Campaign analysis
3. Evaluation
4. Suggestion for better online campaign plan
Brand
‘Inspire the World, Create the Future’
This is a home appliances brand in Korea and have many sort of product like mobile, TV, IT equipment, kitchen electronic product, living electronic product and medical appliance. Based on these IT technologies, it makes great sales with B2C and B2B. Now it was pass over the domestic market and grow up to global, so becoming a 9th valuable brand at global market (best global brand 2012 report/interbrand.com). According to GFK/NPD, the market research institution, Samsung electronics has the largest market share in 63 countries, which is 94% of their global markets in third quarter 2012. In this year, this brand make great sales at 3D SAMRT TV and SMART PHONE market, become known as a leading brand of electronic industry.
Campaign summary
Samsung electronics, official sponsors of 2012 Summer Olympic Games, prepared extensive advertising campaign based on nation’s largest Olympic issue. Instead of existing mobile campaign ‘How to live smart’, they make follow-up campaign ‘GoldRush[How to play smart]’ during Olympic period. The purpose of campaign is make integration in all product category including mobile and association with Olympic and brand, finally derive a consumer’s participation to campaign.
