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Samsung Blush X830 launch

Samsung Blush X830 launch

Background

The latest Samsung mobile phone: the Samsung Blush X830 is strikingly pink in colour. It is available exclusively on Orange.

The Samsung Blush is a fashion-led mobile phone that combines music player functionality with a hefty gigabyte of internal memory and a 1.3 mega-pixel camera - all encased in a compact, revolutionary swivel design case.

The innovative design has been coupled with a special approach to branding the phone to create stand out in the increasingly crowded mobile phone market.

Strategy

The marketing campaign began with Samsung partnering with Orange to take a new approach to naming the handset, opting for a separate product brand – Blush – which could be better used as a platform to create an entire product proposition.

By creating a theme entirely around the Blush name and pink, feminine feel, integrating customer feedback from the outset, Samsung and Orange succeeded in creating a campaign that was instantly recognisable and consistent across a comprehensive programme of in-store promotional, online, advertising, and PR activities.

Supporting the campaign, Arc Worldwide London was briefed to design a full array of marketing materials including the box creative, outdoor adverts, Orange buyers guide, posters, web and a variety of in-store point of sale materials for use in Orange stores.

The agency brief was to use a funky look, tone and personality to speak to young women and carve out a clear and recognisable identity for the Samsung Blush.

Sales promotion

To maximise the appeal of the Samsung Blush to its core target of young professional females, Samsung and Orange created a limited edition gift box that includes £50 worth of cosmetics from luxury make-up brand Benefit Cosmetics.

This feminine and fun gift pack also included a complimentary Benefit Make-Upper card – an invite to visit one of Benefit’s beauty counters and experience their cosmetic magic for themselves.

Benefit was chosen as a partner because the brand is recognised as one of the fastest growing luxury brands in the world appealing to the glamour gal in women of all ages – a perfect partner for the compact, classy Samsung Blush.

PR

To further cement the relationship between the Samsung Blush, Orange and Benefit Cosmetics in the eyes of consumers, a full scale PR launch event was organised at a Benefit Boutique in London.

Exclusively hired for the afternoon, a total of 39 journalists attended from publications including Vogue, Tatler, Elle, Cosmopolitan, Grazia and the Daily Star.

The event included a full Samsung Blush product demonstration and journalists were given a complimentary personalised makeover from trained Benefit beauticians.

Results

- Following the launch, the Samsung Blush X830 quickly rose through the sales ranks to become the number one selling contract mobile on the Orange network.

- Samsung Mobile and Orange have invested  £750,000 in the campaign.

- In addition to the 10,000 gift packs that included Benefit Cosmetics, a further 30,000 units were packed in special Samsung Blush branded sleeves.

- The Samsung Blush is available in 350 stores nationwide, as well as online from Orange.

Head of Marketing, Network Operators, Samsung Mobile, Susan Land, said: “With the Samsung Blush created a proposition that added character and personality to a unique product.

“The limited edition gift with purchase and bright packaging appealed to our target audience of young fashionable women who could easily identify with the product.

She added, “The product name ‘Blush’ was a first for Samsung Mobile UK and we will look to create individual names for products in the future.”

AJR
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