Case Study: SAMSUNG Product Awareness Campaign with MAD
OBJECTIVE
SAMSUNG wanted to create awareness about its “Samsung Home” range of products which included LCD TV, Air conditioners, Microwave ovens, Digital Cameras and Mobile phones through a T20 cricket campaign featuring captain Shahid Afridi in collaboration with McDonalds.
STRATEGY
MAD proposed a solution to send a masked SMS from SAMSUNG informing them of the special promotion and in return asking them of their favourite Samsung product to the target audience which was identified by the selected Mobile Network Operators across five major cities.
RESULT
After the launch of campaign, the audience started to respond. SAMSUNG received thousands of SMS received from cricket fans wanting a chance to meet Shahid Afridi and Samsung product preferences were also identified with specific consumers requesting more details on their preferred Samsung products.
