Two Ideas for Promoting the Q1

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Two Ideas for Promoting the Q1 September 7, 2006
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Campaign Tactics
Convert Rebate Offer

• Attract
• Teaser Ads

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Idea 1Sam Can Help
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Idea 1 Sam Can Help

• This idea is designed to show how the Q1 is the
  right device for productivity and fun in just
  about any situation
• It demonstrates the advantages of the Q1 in
  relation to other devices against a backdrop of
  familiar settings
• The use of unconventional humor, involving both
  video and user interaction, entertains users and
  encourages sharing

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Idea 1 Sam Can Help

• To represent the Q1 we chose the iconic Saint
  Bernard with its brandy keg collaruniversally
  loved for helping people in distress
• We call him Sam
• Sam has a Q1 collar instead of a brandy keg
• Sam is an enigmatic figure, quiet and calm
• Sam inspires confidence an unlikely, but
  respected authority on mobile computing

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Idea 1 Sam Can Help

• What does this idea say about the Samsung brand?
• Samsung is a trusted company with a history of
  providing dependable computing solutions that
  help people
• Samsung cares about my needs and issues
• Samsung inspires confidence

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Idea 1 Sam Can Help

• Why use a Saint Bernard?
• First, Americans love dogs
• Second, the back-story about Saint Bernards
  helping people is a perfect setup for positioning
  the Q1 as a better solution for your mobile
  computing needs
• Third, its funnypeople share things that
  entertain them
• Fourth, its intriguingviewers will want to
  spend time getting to know Sam
• Fifth, its memorable

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Idea 1 Sam Can Help

• There are three components to this idea
• Teaser Ads
• Viral Videos
• Microsite
• Ads and videos work to hook users
• Microsite immerses and closes the loop to
  retailers

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Idea 1 Sam Can Help

• Teaser Ads
• Campaign of online ad units showing scenes of
  people being inconvenienced by their mobile
  device (scenes align with viral videos).
• Sam walks into view with his Q1 collar and sits
  down. A headline appears that says Sam Can Help
  with a call to action to See How.
• Ads link to the Q1 microsite that features
  humorous videos and an interactive Ask Sam
  experience, as well as in-depth Q1 product info.

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Idea 1 Sam Can Help

• Viral Videos
• Short, entertaining video segments that live on
  the Q1 microsite and can also be posted to sites
  such as YouTube and AtomFilms.
• In each segment, Sam shows up to help
  device-challenged people discover the benefits
  of the Q1.

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Idea 1 Sam Can Help

• Viral Video Economy Class
• This segment highlights the inconvenience of
  traveling with a laptop. The setting is an
  airplane. Sam shows up with his Q1 collar to help
  a frustrated businessman work better.
• While the setting is familiar, the story is
  surrealno one questions the presence of a dog on
  a plane, and the businessman seems able to
  understand him.
• Its all part of the humor of the segment which
  is designed to make people curious.

Please open samcanhelp_script.doc to read a
sample script.
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Idea 1 Sam Can Help
Alternate Viral Videos

• Sore ThumbsOverview Patient walks into
  doctors office with swollen, painful, red
  thumbs. Diagnosis, get rid of Blackberry. Sam
  enters the scene to offer a better alternative.
  Doctor gets one too.
• Feature Focus Touch screen typing, wireless
  connectivity/email, office applications.

Good To GoOverview People in a sports bar are
watching an exciting game on TV. One man is
holding his stomach and looks ill. He rushes to
the bathroom moments before the key play happens.
As he sits in the stall, the door bursts open to
show Sam with the game playing live on his Q1
collar. Score!! Feature Focus Entertainment
(live TV, screen resolution)
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Idea 1 Sam Can Help

• Microsite
• This is where users really get to explore the
  Q1s features and benefits.
• Sam still plays an important role, but the main
  objective now is to close the loop to retailers.
• A mail-in rebate offer (-amount tbd) serves as
  an incentive and builds a user database.

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Idea 1 Sam Can Help

• Microsite Map

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Path to Purchase
and Beyond
(Acquisition)
(Retention)
Organic will design the confirmation email
template. Management and tracking of this email,
and any subsequent emails, will be the
responsibility of Samsung.
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Idea 1 Sam Can Help

• Cross-Channel Tie-ins
• Point of purchase signage (life-size cut-outs)
  featuring Sam with his Q1 collar
• Coffee cup cardboard heat wrappers
• Newspaper inserts in business/sports sections
• Airline ticket jackets / airport luggage trolleys
• Hot spot home pages

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Idea 2Next Generation
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Idea 2 Next Generation

• This idea positions the Q1 against other mobile
  computing devices in a non-confrontational way
• Instead of head-to-head comparisons, the Q1 is
  shown to be a next generation device that
  brings together the best features of older
  devices
• The use of irreverent humor, along with a rich
  video component, serves to entertain users and
  encourage sharing

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Idea 2 Next Generation

• The story of the Q1 is told through a series of
  parody videos that show various device couples
  being intimate
• The Q1 is the outcome of these couplings
• This approach offers a number of advantages
• It provides a context to think about the Q1 in
  relation to other mobile computing devices
• It presents the Q1 as a next generation device
  with a more evolved feature set
• Its funnypeople share things that entertain
  them
• Its uniquely memorable

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Idea 2 Next Generation

• What does this idea say about the Samsung brand?
• Samsung is a cutting-edge company willing to
  challenge the status quo to deliver a superior
  computing solution
• Samsung is not afraid to take chances
• Samsung has a sense of humor

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Idea 2 Next Generation

• There are three components to this idea
• Teaser Ads
• Viral Videos
• Microsite
• Ads and videos work to hook users
• Microsite immerses and closes the loop to
  retailers

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Idea 2 Next Generation

• Teaser Ads
• This campaign of online ads offers viewers a
  voyeuristic choice. Each unit features two
  devices with the headline, See what happens when
  they get it on.
• Appropriate music plays when user mouses over ad.
• Ads link to the Q1 microsite where viral videos
  and in-depth product info are available.

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Idea 2 Next Generation

• Viral Videos
• Short video segments that live on the Q1
  microsite and can also be posted to sites such as
  YouTube and AtomFilms.
• Device couples are humorously depicted in
  various settings having intimate relations.
• The Q1 never makes an appearance in these videos.

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Idea 2 Next Generation

• Viral Video The Doctor Is In
• Humorous parody of an adult film complete with
  cheesy storyline, heavy innuendo dialogue, and
  stereotypical background music.
• The script is written to be extremely funny, but
  is careful not to offend. No distasteful imagery
  will be shown.

Please open nextgen_script.doc to read a
sample script.
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Idea 2 Next Generation
Alternate Viral Videos

• Mating RitualOverview Parody of a nature
  documentary. The setting is the classic African
  savannah with herds of devices roaming free. The
  narrator is a male with a British accent.
• Devices Game Boy Portable DVD Player
• Feature Focus Entertainment (Screen Size, Media
  Player)

Whos Your Daddy?Overview Parody of a movie
trailer for a romantic comedy. The plot involves
a love triangle of three devices, one of which is
with child, but the identity of the father is
in question. Devices Palm PDA Portable TV
MP3 Player Feature Focus Productivity and fun
(stylus, applications, live TV, music)
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Idea 2 Next Generation
The next generationof mobile computinghas
arrived.

• Microsite
• All the video segments are available here, but
  the main focus is now on showing the Q1s
  features and benefits.
• The theme of bringing together the best features
  is maintained and expanded on.
• A mail-in rebate offer serves to close the loop
  to retailers and build a user database.

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Idea 2 Next Generation

• Microsite Map

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Path to Purchase
and Beyond
(Acquisition)
(Retention)
Organic will design the confirmation email
template. Management and tracking of this email,
and any subsequent emails, will be the
responsibility of Samsung.
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Idea 2 Next Generation

• Cross-Channel Tie-ins
• Point of purchase mix match display
• Play video content in TV section of retailer
  locations
• Coffee cup cardboard heat wrappers
• Newspaper inserts in business/sports sections
• Airline ticket jackets / airport luggage trolleys
• Hot spot home pages

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Thank you.