Media: responsibility to provide quality service in both urban

Media:

The film has featured across
Samsung website and other digital platforms, social media channels as the video
is 4:00 minute which was released on December 30, 2016.

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Execution:

Samsung has launched a
new television and digital campaign exhibiting its initiative to take customer
service to the doorstep of consumers. In October 2016, Samsung launched 535
service vans to ensure timely service to customers in the remote corners of
India. Samsung service network has increased from 2000 to 3000 service points
where it (Samsung) can reach maximum areas and making the service network,
largest in India.   

Campaign
Acceptance:

Cheil India is a
marketing company under Samsung group which offers advertising, public
relations, shopper marketing, digital marketing etc. Samsung service campaign
has a great emotional connect across the world. Samsung is the country’s most
trusted brand in the mobile and consumer goods categories has strengthened its
responsibility to provide quality service in both urban and rural areas by
automating its service network.

Campaign
results and awards:

The campaign was spread
fast when it was launched on December 30, 2016 by getting 20 million (approximate)
views on YouTube in first week itself. After one and half month, the campaign
has become the highest viewed advertising video in home appliances and smart
phones category worldwide on YouTube and also across all categories in India.

Samsung has won Special
International Advertisement Award at Prestigious Korea advertising Awards for “We
will take care of you- where ever you are” campaign.

Essence of the Campaign:

Instead of talking
about the product, Samsung has created a storyline that depicts the emotional
story of Samsung service van engineer, who goes to a remote area to provide the
service by highlighting Samsung’s vision of creating long lasting relationship
with its consumer’s thoroughly timely service across the country.

Why digital media:

Samsung wants its
campaign to be flexible so that it can be reached to the customers wherever they
are. The campaign is a 360 degree advertisement focusing on both above the line
(ATL) and below the line (BTL) activities. Through digital media the Advertisement
can be time saving, cost effective, user can view the Advertisements more
number of times as per their desire and the viewer’s preferences and interests
can be analyzed. Digital media is accessible to any type of customer
irrespective of demographics where the brands can easily penetrated into the
market.