The Olympic Torch signals the Start of the Olympic Games.
But, ifthere’s NoTorch Relay, Howcan the Olympic Gamesbe started?
But, Torch Lighting Ceremony Startsthe Olympic Games. Torch Relay was disturbed by political activists during 2008 Beijing Olympics. Finally, The IOC decided to ban worldwide Olympic Torch Relay from 2012 London Olympic Games.
Then, how can the worldwide Torch Relay be revived ? Worldwide campaign, “Torch Relay withSam” Sam A nickname of Samsung Electronics Mobile phone (represents your friend) You can be the Olympic Torch bearers. You can build friendship with Samsung.
Contents • I. Situation Analysis • II. Consumer Analysis • III. Concept Analysis • IV. IMC Strategies • ATL : TV Commercials & Other Advertisements • BTL : SNS Marketing & Other Events
I. Situation Analysis • 1.Market Analysis • 2.Company Analysis • 3.Competitor Analysis • 4.2012 London Olympic
I. Situation Analysis 1. Market Analysis ② Global Smartphone Users between 15-24 years old (1Q 2010) ① World Smartphone Sales Forecasted ③ Portion of Smartphone Sales (in million) Source: Hankyung Newspaper, “Worldwide Smartphone users 30% between 5-24”, January 7, 2011. Mobile phone Smart phone Source: SERI, CEO Information, “Future lead by Smartphone”, February, 3, 2010. Source: SERI, CEO Information, “Future lead by Smartphone”, February, 3, 2010. 2013 2007 Sales of Smartphone is expected to grow 4 times in 2013. 30% in 15~24 year-old use Smartphone throughout the world. Smartphone will grow at 34% and accounts for 40% of total mobile phone market. In 2013, 40% in the world population will use Smart phones.
I. Situation Analysis 2. Company Analysis ② Samsung Electronics Sales & Profits ① Samsung Brand Value (trillion Won) Source: DongAIlbo, “Samsung Electronics the greatest record, ever” January, 8, 2011. Samsung Brand Value ranked #19 among global companies. Profits increased twice more compared to 2007. Sales kept on increasing, reaching W 15.3 trillion. ③ Main Products of Samsung Mobile Phone Samsung maintains High Reputation at the global market.
I. Situation Analysis 2. Company Analysis However, despite of the high reputation, absence of [ Enthusiasts ] is akey problem.
I. Situation Analysis 2. Company Analysis However, despite of the high reputation, absence of [ Enthusiasts ] is akey problem. immeasurable & incalculable part of brand value
I. Situation Analysis 2. Company Analysis * Apple Fanboy : refers huge fans for Apple. Willing to sacrifice their time and wait for long lines to purchase newly released Apple products. Form their own social groups and strongly recommend Apple products to others. Forming cultural phenomena.
I. Situation Analysis 2. Company Analysis DoesSamsungcurrently have Avid Fans around the world? Sorry, the answer is currently Not Available. Evaluating enthusiastic fans to brand image is not quantifiable. Thus, not commonly included in the evaluation process. In reality, however, the number of enthusiastic loyal customers tell how much value it delivers to customers.
I. Situation Analysis 2. Company Analysis Now, Samsung Electronics needs worldwide “Enthusiasts”, Who are not just the loyal customers, but also create social phenomenaand increase a firm’s value.
I. Situation Analysis 3. Competitor Analysis ① Traditional Smartphone Competitors ② Other Olympic sponsors Top VII Partners for 2012 Olympics (Exclusive category) Global Smartphone Market Share Source: IDC Worldwide Quarterly Mobile phone Tracker, 4 November 2010 Not only traditional Smartphone competitors, but also other Olympic sponsors should also be considered.
I. Situation Analysis 4. 2012 London Olympic Games ② Benefits from the Olympic Sponsorship ① The Olympic Spirit The mission of Olympic Spirit is "to build a peaceful and better world in the Olympic Spirit which requires mutual understanding with a spirit of friendship, solidarity and fair play. - International Olympic Committee Source: SERI, “Olympics’ Economics”, September, 20, 2000. Image From: http://www.ruislip-handballclub.co.uk/Olympic-handball.html With the Olympic sponsorship, Samsung can link “the Olympic spirit” to its corporate image.
II. Consumer Analysis 1. Target Definition Primary Target Young consumersbetween 18 to 27 years old Secondary Target Characteristics: ▷ Interested in and be positive to the Olympic Games. ▷ Open to new experiences, and different cultures. Young Minded consumers
II. Consumer Analysis 2. Target Insights ① SNS users over the Internet users ② Worldwide Growth of Social Networking Sites (# of Unique Visitors) Source: comScore World Metrix Target group possess the highest rate of SNS users over the Internet users. Social Networking Sites have kept on growing year over year. Image from: http://blog.naver.com/eif2002?Redirect=Log&logNo=60121512668 “Social Needs” are what the target group desires.
II. Consumer Analysis 2. Target Insights Worldwide online users know on average of 4 SNS sites. One tenth of the world population registered to Facebook, about 0.6 trillion people over the world. Besides, Facebook’s CEO was selected to be Time’s Person of the Year. Survey: Online survey through Email Sample: 14 countries across all continents. Total sample size: 2,884 Please note that upon countries population, additional weighting was performed. Throughout the world, SNS has been receiving the most attraction. Time’s Person of the Year 2011 Facebook CEO, Mark Zuckerberg
III. Concept Derivation Target Analysis : Social Needs Be Friends !! The Olympic spirit : Cooperation From ‘Target Analysis’ and the ‘Olympic Spirit’, Being Friends with Samsung should be key word.
III. Concept Derivation Being Friends to each others!! Be Friends !! [Enthusiasts] What You Need to have What Samsung Need to have Samsung steps forward to become your friends and You become Samsung’s friends (Enthusiasts).
III. Concept Derivation Hi, Sam! Sam A nickname of Samsung Electronics Mobile phone (represents your friend)
IV. IMC Strategy • 1.Hi, Sam! • 2.Torch Relay with Sam • 3. Other IMCs
IV. IMC Strategy 1 2 3 1. “Hi, Sam!” TV commercial Hi, Sam! Name: Message: Hi, Sam! Thank you for always being with me. (always around you in your daily life, as if your close friend.) Method: TV Commercial of “Hi Sam” Model is a famous Olympic athlete, indirectly shows Samsung sponsorship of the Olympics. Reason: Introducing Sam as one of familiar friends of yours. Sam represents Samsung Mobile.
IV. IMC Strategy 1 2 3 1. “Hi, Sam!” TV commercial Storyboard of “Hi, Sam!” TV Commercials #4 #1 “Okay..okay.. Sam, I woke up.” “Sam, your music is great today.” “Sam, you’re my best friend ” #5 “Thanks for the good news, Sam” #2 “Thank you Sam, your recipe was great!” #3 #6 Proud Olympic Partner Samsung Mobile Storyboard: Shows a typical daily life of a famous Olympic athlete who keeps on talking with Sam, but without revealing the appearance of it. Only at the last part, reveal the identity of who the Sam is.
IV. IMC Strategy 1 2 3 2. Torch Relay with Sam!
IV. IMC Strategy 1 2 3 2. Torch Relay with Sam! <Specific Methods> Torch Relay With Sam! Name: 1. TV Commercial Actual Message: “Torch Relay with Sam, Retweet SNS Torch campaign to your friends. Go check on Samsung Mobile’s homepage to know how you can light the world with Torch Flames. Goal: 20,120,000 people’s retweet.” ① Teaser Ad. on ② Original Ad. 2. Smartphone App. Method: Torch Relay with various SNS channels (Twitter, Facebook, and Smartphone Application) People retweet the message from Samsung Mobile, “Torch Relay with Sam”, to achieve the goal of 20,120,000 people throughout the world. Once this number is reached, only then SNS Torch can be lighten which is located at OR@S. ① Light the World ② 2012 Counter 3. Torch at OR@S Reason: Similar effects as the traditional worldwide torch relay Participants can enjoy a sense of being a torch bearer.
IV. IMC Strategy 1 2 3 2. Torch Relay with Sam! Storyboard of Torch Relay with Sam! TV Commercials – Teaser Ad. #1 “What’s going on?” #3 (Silently shows not yet lightened torch statue.) #2 “Is there something wrong?” #4 (tense sound effect) (sound of lighting a fire: flint sound effect) What if, There is no Torch Relay for Olympic Games? Storyboard: Shows people all around the world waiting a message from ‘someone’. Storyboard:Shows the torch that has no fire flame, which is not yet been fired. Storyboard: Then show the message ‘What if, there is no Torch Relay for Olympic Games?’
IV. IMC Strategy 1 2 3 2. Torch Relay with Sam! Storyboard of Torch Relay with Sam! TV Commercials – Original Ad. #5 #1 “Message from Sam has arrived.” “Message from Sam has arrived.” #2 ( sound of small flame) #6 “Throughout the world.” #3 “Message from Sam has arrived.” #7 ( sound of big flame) #8 ( sound of bigger flame) #4 “Torch relay with Sam” Storyboard: Shows people all around the world receiving a message from Sam. Then ignites the small flames. As more people receive and send messages to their friends all over the world, the flame gets bigger and bigger, and finally becomes the Olympic Torch Flames.
IV. IMC Strategy 1 2 3 2. Torch Relay with Sam! Smartphone Application of “Torch Relay with Sam!” ①Light of the World 1 • Lights are all out at first. 2 • Lights are gradually turned on as messages tossed from one country to another. 3 • Finally, all lights on the map are turned on. Participants become torch bearers and can revive the worldwide torch relay through “SNS Torch Relay with Sam!”
IV. IMC Strategy 1 2 3 2. Torch Relay with Sam! Smartphone Application of “Torch Relay with Sam!” ② 2012 Counter 1 Counter begins from 0. Once the goal of 20.12 million people over the world participate, scholarship to 2,012 students living in poverty are provided under Samsung name. 2 As the number of participants increases, the counter starts to go up. To promote large number of people to participate, showing the number of people participated simultaneously and giving out Samsung gifts to participants who send the message at 2012th, 20,120th, 201,200th, 2,012,000th, 20,120,000th participants. 3 By simultaneously showing the number, the final goal is to hit 20,120,000 people. Even after the Olympic Games end, Samsung keep more than 20,120,000 users worldwide and can conduct other promotions. By promoting Worldwide Torch Relay, Samsung can practice the Olympic spirits of promoting peace over the world.
IV. IMC Strategy 1 2 3 2. Torch Relay with Sam! Torch at OR@S, “Torch Relay with Sam!” ③ Torch at OR@S 1 • Construct a Torch Statue around the OR@S. 2 • Ask participants to upload their facial images voluntarily when they send SNS text messages to Samsung Mobile SNS Homepage. 3 • Torch is filled with the face images of participants from the worldwide. Once, filled with 20.12 million people, torch flame comes out. Motivating SNS users to participate at “Torch Relay with Sam!” campaign.
IV. IMC Strategy 1 2 3 3. Other IMC Strategies • 1.ATL • 2. BTL • Amigo Party • Outdoor Advertisement • To the Best Sam • Sports Magazine Advertisement
IV. IMC Strategy 1 2 3 3. Other IMC Strategies ATL – Outdoor Advertisement Outdoor Advertisement Name: Message: Hi, Sam. Long Time No See. (4 years of the Olympic period) Hi, Sam. I’ll Always be with you. (Friend) Install those advertisements around the airport, stadium, and London. Method: Idea of Samsung as the Olympic Sponsor (Friend). Reason:
IV. IMC Strategy 1 2 3 3. Other IMC Strategies ATL – Sports Magazine Advertisement Magazine Advertisement Name: Message: Hi, Sam. You got the Gold Medal. Method: Paper advertisements in sports magazines √ Main reader of Sport Magazines are similar to our suggested primary target group. √ To give an idea that Samsung is the No. 1 in Smartphone industry, while giving image as a friend. Reason:
IV. IMC Strategy 1 2 3 3. Other IMC Strategies BTL – Amigo Party Amigo Party Name: Message: Hi, Sam. Let’s get party started. Time: After daily Olympic games are over Dress code: Olympics Characteristics: √ Having a trial experience of Samsung mobile phones. √ Putting Samsung Mobile Logos around the party place. √ Promoting social events at the party. Method: Reason: Amigo means friend. Especially in western countries, party is a very popular culture. Besides, party serves as a place that connects people, which satisfies social needs.
IV. IMC Strategy 1 2 3 3. Other IMC Strategies BTL – “To the Best Sam” Campaign To The Best Sam Name: Message: Hi, Sam! You are the best. London City runs a volunteer program called London Ambassadors to welcome foreigners. About 8,000 volunteers will be selected and positioned at 35 locations around London city. Providing Samsung Mobile Phone to London Ambassadors as a token of appreciation for their efforts during the Olympic and Paralympic Games. Method: Reason: Creating positive cascade effects of linking the Olympic sponsorship and the Samsung Mobile to whom have strong interests toward the Olympic.
IV. IMC Strategy IMC Strategy Time Schedule Olympics Start Paralympics End
Bye Sam! Q&A Thank You