Media:The campaign haspromoted through Samsung website and other digital platforms, social mediachannels, the video is 4 minutes which was released on December 30, 2016.Execution: Samsung has launched anew television and digital campaign exhibiting its initiative to take customerservice to the doorstep. In October 2016, Samsung launched 535 service vans toensure on time service to customers in the remote areas of India. Samsung servicenetwork has increased service points where it (Samsung) can reach maximum areasand making the service network the largest in India. CampaignAcceptance:Cheil India is anadvertising agency under Samsung group which offers advertising, publicrelations, shopper marketing, digital marketing etc. Samsung service campaignhas a great emotional connect across the world. Samsung is the country’s mosttrusted brand in the mobile and consumer goods categories has strengthened itsresponsibility to provide quality service in both urban and rural areas byautomating its service network.
Campaignresults and awards:The campaign was spreadfast when it was launched on December 30, 2016 by getting twenty million (approximate)views on YouTube in first week itself. After one and half month, the campaignhas become the highest viewed advertising video in home appliances and smartphones category worldwide on YouTube and also across all categories in India. Samsung has won SpecialInternational Advertisement Award at Prestigious Korea advertising Awards for “Wewill take care of you- where ever you are” campaign.Essence of the Campaign: In the campaign, the Samsungservice engineer has travelled to a remote village to repair a Television, thisshows that they can go at any extent for customer satisfaction and for long lastingrelationship. The emotional part in this advertisement has captured customersfrom different age groups and regions.Why digital media:Samsung wants itscampaign to be flexible so that it can be reached to the customers wherever theyare. The campaign is a 360 degree advertisement focusing on both above the line(ATL) and below the line (BTL) activities. Through digital media the Advertisementcan be time saving, cost effective, user can view the Advertisements morenumber of times as per their desire and the viewer’s preferences and interestscan be analyzed.
Digital media is accessible to any type of customerirrespective of demographics where the brands can easily penetrated into themarket.