GALAXY NX300CAMPAIGN PROPOSAL

8.4.2013SECZM.NOVAK

2

COMMUNICATION STRATEGY

ATL – TVC (sponzorship, spots, competition, PPL) - Online (banners)

Special OOH

Partnership with NOC – CZ (2 options) and SK

(60 pc Galaxy S III)Retail Marketing

PR/SNS

Partnership with sportsmen

ATL

Comarketing

PR

Communication brief

BTL

3

OUR GOAL

- Gaining a Strong Foothold to be a Market Leader

- To gain consumer confidence on NX as a professional camera

-Need to communicate key benefits of

Hybrid AF, 20.3M APS C CMOS Sensor, 1/6000s shutter speed,

Smart 2.0 technology (with Dual band Wi-Fi) strengthening

Mirrorless category leadership in the mind of target consumers

4

WHO AND PRODUCT VALUE PROPOSITIONOur target group for NX300 is dedicated user, cool techie with high acceptance for New/Advanced Feature (ex. 3D photo/video, Wi-FI shutter, i-Function)Sensible for trend, especially curious about New Digital Device.Customer, who is interested in new digital device and proud of sharing information, Shopping Digital Device or watching sports in spare time. Value proposition: The Camera that Catches up with the Dynamic and Enchanting Moments. The camera that catches up with the dynamics to grasp the beauty of the moment

5

GO-TO-MARKET STRATEGY

“Charge” TV Spot

In-StorePromo showGalaxy StudioPremium visibility

Co-marketing

PRCES, EuroforumExperiential Events, Outreach

In-store visibilityAdsNewslettersATL

BTLLaunch eventPOSMRetail eventVisibilityDemonstration convergence

Training SAMBATraining FSM

Education

Rich Media- Entice to ClickMicrosite

Online

6

ATL – TVC (sponzorship, spots, competition, PPL) - Online (banners)

Special OOH

Partnership with NOC – CZ (2 options) and SK

(60 pc Galaxy S III)Retail Marketing

PR/SNS

Partnership with sportsmen

Customer benefit:-Shooting (fastest camera in the market – auto focusing system, 9 pictures/second). Hybrid AF system - newly developed advanced auto focus system provides both speed and accuracy-Sharing (wifi – one of our key benefits and step ahead of the competitors)-20.3MP APS-C CMOS Sensor - High quality images with every detail – the highest resolution in its class-Fabulous Display - 3.3” Touch AMOLED

Communication Objective:- Generate interest for the product through online communication- Introduce key benefits- Motivate for purchase

• Brand target:- Dedicated users, photographers (cool techies)- Aged between 25-34 who are willing to use camera in daily life, enjoys trying various and

new things

Communication brief

7

www.samsung.com/cz/NX300 www.samsung.com/sk/NX300- microsite prepared in accordance with digital creative (connection to facebook applications)- layout: HQ creative- status: under preparation (will be shared when it´s ready)

ATL: PRODUCT MICROSITE

8

- Timing: 15th April – 5th May 2013- Budget: 340 000 USD (the budget is dedicated for online media, SNS concept, prizes to competitions and production cost) – 240 000 USD (CZ) and 100 000 USD (SK)-Creative: prepared locally (Digitask agency)- Formats: banners, i-layers, screens, filmstrips, brandings etc.- Media: professional, news, lifestyle- Communicated benefits: Shooting (Hybrid AF system), Sharing, 20.3MP APS-C CMOS Sensor, Fabulous Display - 3.3” Touch AMOLED. In creative layouts will be implemented information about bundling (NX300 + Tab 2 7’’ for free)

ATL: DIGITAL / display – description

9

TOTAL BUDGET - SUMMARY

SECZ (NX300) - USD

Area Description Country Media cost Production

ATL Digital CZ 180 000 19 500

SK 90 000

SNS SECZ 26 100

microsite SECZ 10 000

BTL CZ 80 000

SK 20 000

PR launch event CZ 7 800

SK 5 200

Total 283 000 155 600

10

ATL: DIGITAL / display – creative

Professional portals – brandings, PR articles Lifestyle portals – filmstrip, layerFocus on key benefits – speed and sharing

11

ATL: DIGITAL / display – creative

Lifestyle portals – square, layerProduct presentation

Lifestyle portals – brandingFocus key benefits – speed and sharing

12

ATL: DIGITAL / display – CZ mediaplan            week 16 week 17 week 18   Total

Supplier Position URL Format Detail specification   15/04 - 21/04 22/04 - 28/04 29/04 - 05/05   impressions            7 days 7 days 7 days                                              

Seznam Seznam.cz/Homepage www.seznam.cz Expandable video 418x120 + expandable video     2 687 500 2 687 500   5 375 000

Seznam Seznam.cz/Homepage www.seznam.cz Expandable video 418x120 + expandable video     403 125 403 125   806 250

Seznam Novinky.cz/All web www.novinky.cz Video 30s       700 000   700 000

Seznam Novinky.cz/All web www.novinky.cz Video 30s     105 000     105 000Seznam Super.cz www.super.cz Skyscraper Sidekick 300x600     1 130 000     1 130 000AdActive CSFD.cz www.csfd.cz iLayer 1000x200_500x500, 2 imp/1UU/1day   1 000 000       1 000 000AdActive CSFD.cz www.csfd.cz iLayer 1000x200_500x500, 2 imp/1UU/1day     500 000     500 000

Centrum HoldingsCentrum.cz/Homepage + Atlas.cz/Homepage

www.centrum.cz + www.atlas.cz Glider + Video + Leaderboard + iLayer from Square Leader 990x100, Square 300x250, iLayer 1 imp/1UU/week     1 000 000 1 000 000   2 000 000

Centrum Holdings Aktualne.cz/Domácí www.aktualne.cz/domaci 3D Box 480x300     500 000 500 000   1 000 000Centrum Holdings Centrum/floating All Centrum websites Leaderboard 990x210   2 799 248       2 799 248

Ringier Axel Springer Blesk.cz/Fotogalerie Celebrity www.blesk.cz Branding + FB like button Fotografie v rámečku fotoaparátu + FB like button   1 600 000       1 600 000

Ringier Axel Springer Blesk.cz/Fotogalerie Celebrity www.blesk.cz Branding + FB like button Fotografie v rámečku fotoaparátu + FB like button     192 000     192 000

Ringier Axel Springer Blesk.cz/Fotogalerie Sport www.blesk.cz Branding + FB like button Fotografie v rámečku fotoaparátu + FB like button       500 000   500 000

Ringier Axel Springer Blesk.cz/Fotogalerie Sport www.blesk.cz Branding + FB like button Fotografie v rámečku fotoaparátu + FB like button   60 000       60 000

Allegro Group Heureka.cz/Floating www.heureka.cz iLayer 970x100+640x400 (video possible)     1 300 000     1 300 000Allegro Group Heureka.cz/Foto http://foto.heureka.cz/ Leaderboard 970x100   350 000   350 000   700 000Mladá fronta Zive.cz www.zive.cz PR article text + images   1       1Mladá fronta Digiarena.cz www.digiarena.cz VideoAd from Leaderboard 1000x200 + VideoAd   200 000   200 000

Mladá fronta Digiarena.cz www.digiarena.cz VideoAd from Leaderboard 1000x200 + VideoAd   30 000   30 000Mafra iDnes.cz/Technet www.technet.cz iLayer 300x600_600x600     500 000     500 000Mafra iDnes.cz/Technet www.technet.cz PR article PR + 70 characters + image 80x60   1 000 000       1 000 000Grape Media Fotografovani.cz www.fotografovani.cz Slider 760x290   100 000   100 000   200 000Grape Media Grafika.cz www.grafika.cz Slider 760x290     65 000 65 000   130 000Grape Media Digineff.cz www.digineff.cz Leaderboard 750x100   150 000 150 000     300 000Grape Media Digimanie.cz www.digimanie.cz Leaderboard 1000x120     100 000 100 000   200 000Prima Online Primaplay.cz www.primaplay.cz Video 30s   400 000   400 000   800 000Prima Online Primaplay.cz www.primaplay.cz Video 30s   145 454       145 454

Prima Online Primazoom.cz Primazoom.cz Video-course of photo shooting Usage of NX 300, contest (possible), leader, square, FB, pre-roll  x   x    

Performics Youtube.com/floating www.youtube.com Musthead Lite 970x250  x x  

  2

MediaMind Service and tracking                                       

SMV Digital Facebook.com/floating www.facebook.com Flyer, Sponsored stories text + logo  

x x x   

SMV Digital Optimization Facebook        

        

Performics Youtube.com/floating www.youtube.com Videospot max. 30 sec  x x x

   

Performics Google Display Network/floating server selection banners 728x90, 300x250, 160x600 pix  

x x x   

Performics Google AdMob (mobile) mobile sites mobile banners (targeting

possible) 38x38, 72x72, 640x100, 320x420, 300x250, 468x60, 728x90  x x x

   

PerformicsService and optimisation YT, GDN, AdMob

                 

13

ATL: DIGITAL / display – SK mediaplanMEDIUM Circulation/

Impression Creative Unit # of insertions / timing

April Booking Deadline for 1st insertion

Material Deadline for the 1st insertion

1 8 15 22 29ONLINE TG: ALL 25-35                    

Azet network: Cas.sk, Diva.sk, Lesk.sk, Sport.sk, Automoto.sk, Zive.sk, Mobilmania.sk, Badman.sk, Adam.sk 2 500 000 Filmstrip, 300x600, capping 1-3 with optimalization 2 500 000

   

2 500 000

8-Apr-13 10-Apr-13

Azet network: Cas.sk, Diva.sk, Lesk.sk, Sport.sk, Automoto.sk, Zive.sk, Mobilmania.sk, Badman.sk, Adam.sk 1 free loading from external server (provided by Azet) 1

   

1

8-Apr-13 10-Apr-13

aktuality.sk 400 000 Fireplace, hp + subpages 400 000     400 000     8-Apr-13 10-Apr-13

azet.sk 177 000 Layer + square, hp, capping 1 177 000     80 000   97 000 8-Apr-13 10-Apr-13

aktualne.sk 300 000 Square 300x300, PREMIUM sections 300 000       300 000   8-Apr-13 17-Apr-13

Centrum network - magazines 200 000 Video stripe, 955x153px + mouseover ilayer with video, capping 1 200 000   

200 000    8-Apr-13 10-Apr-13

topky.sk 170 000 Layer + square, hp + subpages, capping 1 170 000     50 000 120 000   8-Apr-13 10-Apr-13

pravda.sk 2 000 000 Branding floating (with extra screen 150px) 1       1   8-Apr-13 17-Apr-13

joj.sk + huste.tv + plus.sk + noviny.sk 200 000 Mid-roll spot max 30sec., capping 1-2, TG:All 25-35 200 000     200 000 8-Apr-13 10-Apr-13

heureka.sk (section Photo) 150 000 Ilayer 970x100+640x400 (capping 2) 150 000         150 000 8-Apr-13 24-Apr-13

heureka.sk (section Photo) 150 000 Square 250x250 150 000         150 000 8-Apr-13 24-Apr-13                     

mobilmania.sk 400 000 Branding (Fireplace) hp + subpages 400000     400 000   8-Apr-13 10-Apr-13

mobilmania.sk 400 000 Double square, 300x600 400000     400 000   8-Apr-13 10-Apr-13

zive.sk 100 000 Layer + square, hp, capping 1 100000     100 000     8-Apr-13 10-Apr-13

itnews.sk+pcrevue.sk+infoware.sk 300 000 Gate, hp+subpages 300000     1     8-Apr-13 10-Apr-13

techbox.sk 100 000 300x300 2     1 1   8-Apr-13 10-Apr-13

mojandroid.sk 200 000 Branding hp + subpages 1         1 8-Apr-13 24-Apr-13                     

aktuality.sk - PR article 0       1   8-Apr-13 17-Apr-13

cas.sk - PR article 0       1   8-Apr-13 17-Apr-13

topky.sk - PR article 0       1   8-Apr-13 17-Apr-13

aktualne.sk - PR article 0     1     8-Apr-13 10-Apr-13

pravda.sk HP - PR article 0     1     8-Apr-13 10-Apr-13

zive.sk - PR article 0     1     8-Apr-13 10-Apr-13                     

m.sport.sk,+ m.aktuality.sk + m.cas.sk + m.badman.sk + m.adam.sk + m.automoto.sk 200 000 Banner 120x20, 168x28, 216x36, 300x50 200000

   200 000

8-Apr-13 10-Apr-13

m.sport.sk,+ m.aktuality.sk + m.cas.sk + m.badman.sk + m.adam.sk + m.automoto.sk 100 000 Banner 120x20, 168x28, 216x36, 300x50 100000

   100 000

8-Apr-13 10-Apr-13                     

Facebook 3 Facebook Flyer + Promoted wall post (possible video content) 3   

1 1 18-Apr-13 10-Apr-13

Facebook Fix Fee -   1     1        

14

- Description: creation of FB applications- Theme: Sharing (Discover the city, Photojoy - shoot with Bolt)- Concept ideas: Catch the speed action with NX300, answer the and win. Share magic moment or activity.- Design: prepared locally by Leo Burnett agency-Timing: 15th April – 5th May 2013 (phase I) + june (phase II)- Budget: production cost (26 100 USD)- Status: under preparation

ATL: Digital / SNS – description

15

• This will be a tab on the NX 300 microsite• To use the tab users will have to go through the Facebook connect and become SECZ fans• Set of 5 tasks in the field of sport photography for users to full fill• Each task will have a description and a manual prepared by a proffesional photographer • Users will complete individual tasks by uploading a photography made by them according to the

recommendations in the manual• The photos will be checked by the agency team before appearing on the microsite• When the user completes all tasks, the photos will be reviewed by a professional photographer (provided by

agency)• If approved – the user will get receive a PDF certificate “Samsung Shoot with Bolt Photographer”.• Also he can receive a discount coupon on NX300 purchase.

ATL: Digital / SNS – description „Shoot with Bolt – NX300 microsite tab (previously PhotoJoy)“

16

• 5 FAMU (film school) photography students will have NX300 for 10 days• They will take a photo of their city each day on a selected topic • The photos will appear instantly in the app (share via wi-fi) and will become an inspiration

for users to upload their photos• The user photos will be checked by the agency team before appearing in the app• Thus a huge virtual crowsourced gallery of ART photos will be created in the app• Users will be able to vote for the top 25 photos• From the top 25 photos the FAMU students will choose the winners and will comment on

each of the photos• The winner will receive the NX300• Parallely the photos (both from FAMU students and the users) will be streamed in an

Samsung branded street-art installation in Prague downtown

ATL: Digital / SNS – description „Discover the city“

17

I. Description:

1) Launch event Foto Skoda (aim support sell out)2) BTL exiting promo show3) POSM with product USP´s4) Bundel NX 300+TAB 7´´II. Design: HQ creative – local arrangementIII.Timing: April - May 2013IV. Budget: allocated within OM Q2 marketing budget

BTL

I. Description:

1) Launch event Foto Skoda (aim support sell out)Strategy: to come to get the feel pleasant experience to buy

- Performances and photoshooting are held in ateliers- Sel out push – instant winn (sale vaucher for lens)- Motivation for sell out – main prize „Make a photo in Safari“- Time: 15.4.-20.4.- Official ceremony: 20.4. at 4.30 pm- Marketing communication: Mailing (32K customers)

On line banners Facebook Metro vision

18

BTL

[dancers before the store / attrack customers] [promoters in SIS space / educate customers]

[pleasure time for customers] [gift for customers / photo]

[make photo outdoor]

[make photo outdoor]

I. Description:

2) BTL Exiting promo show

Concept: Catch and share a magic of one moment with others

Perfomer shows movements, excitement, feelings and the goal is to keep the most unique moments

Goal is to make the customer try fun camera

Support sell out with „instant win“ – sale voucher for accessories

19

BTL – RETAIL EVENT

[Exiting promo on retail ]

[Sale voucher]

20

BTL – PROMOPLAN – total 316 days

21

I. Description:

1) POSM with product USP´s

2) Bundel NX 300+TAB 7´´

BTL

22

Example text

APRIL MAY JUNE14 15 16 17 19 20 21 22 23 24 25 26

FOTO SKODA

Laun

ch e

vent

VISI

BILI

TY PLAYTABLES, COMMON SHELF - SAMSUNG BRANDS SHOPS CZ SK

RETAIL CZ, SK

TBC SK

PRO

MO EW, DATART, BRAND SHOPS, EURONICS

PHOTO CHANNELS

EVEN

T GALAXY STUDIO CZ

GALAXY STUDIO SK

BTL- Timing, BGT

23

- Description: leaflet, posters, banner, newsletter, advertising, promotion, radio campaign, branding on security gates etc (cooperation with NAY, Datart, Planeo, TPD, Fast Plus, Cewe, Okay, Play, Elektro Expert, Euronics etc.)- Design: prepared by business partners individually (positions in leaflets, newsletters...), approved by brand marketing and HQ creative (brandings)-Timing: April 2013- Budget: allocated within SECZ OM Q2 marketing budget

Comarketing

24

- Description: Press conference (11th - CZ and 12th – SK april 2013):- For lifestyle and professional journalists and bloggers- Informs about positives of the new device- Introduction to the SECZ market- Opportunity to try the device in practice- Event idea: Photos exhibition od famous proffesional artist and connection with speed exhibition (capoeira). Journalists can catch the speed moment and share the pictures on Smart TV.Press release, publishing online PR articles on choosen web portals, videos- Theme of articles: key benefits of NX300 (speed and sharing)- Timing: April - May 2013- Formats: PR articles, journalist reviews, blogs- Media: professional technical portals (zive.cz, digimanie.cz, zive.sk, techbox.sk etc) concerning and lifestyle media (topky.sk, cas.sk, aktuality.sk etc.)

PR: online, print