A three part campaign starring the lovely ladies from Girls Aloud helped keep Samsung's 'Purple' campaign by The Lounge Group in the public eye for months.
Lounge Group managing director Lisa Jedan explains us how they did it.
Samsung Mobile is a leader in the digital revolution, but it’s a crowded marketplace. Pick any week of the year and chances are you’ll find 20 or more phones launching at one time. The week the Samsung F210 Purple mobile phone was to launch, 28 other competitive phones would also go on sale.
The Lounge Group had to leverage existing assets, including a partnership with Girls Aloud and create a launch campaign that would raise awareness of the Samsung F210 Purple with 16-24 year old females in the UK and would make the brand stand-out among the clutter of other phone launches during the same period.
With fashion experts announcing purple as the colour of the 2007 autumn season, the strategy was to celebrate the phone’s fashion and music credentials and position it as the must-have fashion accessory of the season.
One phone, five girls, 41 photographers, 100 journalists and over 150 consumers equals one extraordinary product launch. Sceptics may ask, “How hard can it be to get media coverage when you have Girls Aloud as your asset?” However we weren’t interested in creating a one off event that would generate one day of coverage in the showbiz pages.
Our strategy was designed to ensure awareness and coverage would take the Samsung F210 Purple straight from autumn to the key Christmas selling season. For this reason, the campaign execution was broken into three parts.
Playing to the product’s key differentiators – it was purple and came with a 1GB memory card loaded with Girls Aloud content – our campaign theme was ‘The Power of Purple” and included the launch of the phone, an exclusive event for consumers and product placement.
A photocall with Girls Aloud at the London flagship store of Phones 4U drew over 40 cameras and two film crews. Following the photocall, the girls were transported to a central London hotel for pre-arranged, one-to-one interviews with selected journalists.
These interviews would ensure coverage of the phone in a week’s time, a month’s time and at Christmas time according to publication dates.
Exclusive Event – To secure the Samsung F210 Purple as the must-have accessory, we needed the must-attend event. As experts in targeting the 16-30 year old audience, The Lounge understands that this audience is not just interested in a product, they are interested in a product experience.
To create talk-value, we created an exclusive event where consumers could win the chance to meet Girls Aloud and watch them perform tracks from their newest album in an intimate setting.
Sketch restaurant was turned into a trendy nightclub, awash with a purple lightshow coordinated by 13 projectors, purple cocktails created specifically for the event, purple and perspex phone display plinths, and promotional models presenting the F210 Purple on silver platters and explaining the product features.
Special guests including Gok Wan, The Backstreet Boys and Callum Best to name a few, and were used to create red carpet, or in this case, purple carpet, buzz.
Pre-event noise was generated through competition placement in key media and websites where a fan and a friend could experience The Power of Purple. In addition to targeted media, we posted Power of Purple messaging to websites for Universal Music, Girls Aloud, Phones4U and Samsung that would link through to a competition microsite.
Product Placement – There were three opportunities to take advantage of in order to position the Samsung F210 Purple as the must-have accessory: features identifying purple products for autumn, Christmas Gift Guides, and of course, consumer product reviews.
For the fashion pages, we played to the product’s colour and small size, stating that it could fit in the smallest of handbags. Technology journalists focused on functionality and the built in MP3 player.
There were over 80 pieces of coverage across print, online and broadcast media, including product reviews in national, regional and online media. Audience reach was 76.9 million with an equivalent advertising value of £582,491.
In a post event survey with 16-24 year old females, 62% had seen some form of Samsung F210 Purple activity. The Live Event, although exclusive, saw 37% seeing or reading something about the event. Spontaneous brand awareness levels and consideration increased.
Most importantly, in the week immediately following launch, the Samsung F210 Purple became the second best selling phone in the pre-paid category.
Over 100 journalists attended the Live Event, making this the most successful journalist attended event in Samsung UK history. Over 300 people attended the event in total and media coverage was sustained from October 2007 to January 2008.
There were 16,079 visits to the competition website from links connected to partner sites and 678 entries.
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