“…an innovative solution to educate the camera buying public in an unobtrusive manner and in relaxing environments…”
OBJECTIVE
Establish a new beginning for Samsung Digital Cameras, implementing a strategy to initiate brand appreciation and yield Demand growth in the contemporary arena for both trade and consumer markets.
Alert & remind consumers of Samsung’s standing shelf presence in Digital Camera categories.
Reinforce & establish trade relationships by demonstrating Samsung’s strong ability to compete in the Digital Camera overall market.
SOLUTION
Provide new access points in untraditional target consumer settings through the medium of a customized Samsung BobCar. The custom branded Samsung mobile showroom would be the ideal vehicle to penetrate new out of home (OOH) environments and realize a new beginning for the Samsung brand and new product line up.
With the advantage of the BobCar Mobile Showroom, our team was able to create an interactive and exciting Samsung experience that delivered measureable results via increased sales, media attention, and heightened Trade enthusiasm.
The details:
6 Samsung Mobile Showrooms, with 2 specially trained brand ambassadors per mobile showroom. Each Samsung Mobile Showroom featured an array of Samsung digital cameras for passersby to try out first-hand as well as a Samsung LCD TV Monitor, which streamed promotional brand videos and commercials.
Additional details included:
- Two Internet enabled laptops, which provided a portal for customers to make on-site purchases through www.CircuitCity.com
- Flip-up doors wrapped in custom signage, serving as a mobile billboard that would remain visible amidst large crowds; this would attract people to the mobile showroom as well as heighten brand visibility (literally!).
- Fully customized exterior, serving as a traditional mobile billboard making roadside impressions when the mobile showroom was in transit.
RESULTS
Increased trade interest and commitment to sell brand by 300%.
Delivered 1.5 million impressions without PR or social media support.
Increased consumer brand awareness by 200%, using simple sales techniques to educate consumers on product attributes and, moreover, spread awareness that the brand existed in more product categories than many consumers originally thought.
TESTIMONIALS
Stewart Henderson
Vice President of Marketing
Digital Imaging Division for Samsung Opto-Electronics America, Inc.
Market research has shown that with all of the advanced features that
manufacturers are packing into point and shoot cameras these days, consumers
can be intimidated when looking to purchase a new camera. Not surprisingly,
this intimidation can manifest itself at specialty retailers, where potential
buyers may be inundated with too much information if they are not well-versed
in digital photography. Conversely, when shopping at a big-box retailer,
consumers may not be able to speak to anyone to get enough information about
their options.
To address this issue, Samsung found an innovative solution to educate the
camera buying public in an unobtrusive manner and in relaxing environments.
Last month, a fleet of six BobCar Mobile Showrooms hit the streets of New York City and Boston,
starting at the summer hotspot Hampton Beach, NY. The Samsung Mobile Showrooms, easily maneuvered onto sidewalks and other high-traffic areas, also hit events like the Live Earth Concert at Giants Stadium, The Today Show’s Morning Concert, and baseball games at Yankee Stadium and Fenway Park. While attending these events and participating in leisure activities, consumers had the opportunity to see, touch, and experience the latest cameras offered from Samsung. The mission for the attending staff was more to provide information versus closing on camera sales. This of course, enabled passer-bys to linger and learn without feeling
the pressures of someone attempting to close a sale (as consumers made the choice to purchase, there was a wireless internet connection that allowed them to do so via local partnered retailers).
The Mobile Showrooms are more approachable and user-friendly than larger promotions staged from 18-wheelers, where products are often viewed from afar or behind glass.
“The opportunity for the placement of the Mobile Showrooms in the future is virtually endless,” said Stewart Henderson, Vice President of Marketing, Digital Imaging Division for Samsung Opto-Electronics America, Inc.
“The BobCars can be included at local store grand openings, town fairs, and pretty much any size event one can think of. In fact, the BobCars were even included in the Cape Cod 4th of July parade.”
“People were initially drawn to the cameras by their design, mega pixels, and zoom features,” said a Samsung Brand Ambassador. “But once they looked at all the options, they wanted to know more about face-detection, image stabilization, scene-modes and other features, which Samsung is at the forefront of.”
Visitors were able to get a hands-on demonstration of features available in the
L series and NV series of point and shoot cameras at these Mobile Showrooms.
The NV series boasts an innovative Smart-Touch interface, eliminating the bevy
of buttons that can confuse and intimidate users, along with large LCD screens,
and other advanced features. The L series features a wide array of in-camera
photo- and movie-editing features and a number of fun features, like creating a
composite, adding photo frames, highlights, and more, all without the use of
Photoshop.
With consumer promotions such as the Samsung Mobile Showrooms, it won’t be long
before people associate Samsung digital cameras with the expertise that is
already associated with Samsung’s consumer electronics line.
Stewart Henderson