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Marketing and Promotions: News International.
Marketing and Promotions: News International.
Samsung Case Study
The Brief
To launch and promote the Samsung range of MP3 products on campus in a bid to compete for market share amongst 18-24 year olds. The promotion was run in conjunction with a 10% student discount offer at Dixon's in the lead up to Christmas.
The Strategy
The key objective of the activity was to encourage students to demo the technology ranging from MP3 to video recorders. A national road show activity toured a demonstration pod across the top 15 universities. The activity was also supported by local campus brand managers who conducted pre-promotion activity and used their local contacts to generate a buzz on campus. A competition to win an Mp3 player per campus was conducted to collect data.
The Result
- Over 9,000 stall attendees
- Opportunity to see of around 40,000 students
- Nearly 1,500 product demonstrations conducted
- 4,300 Dixons vouchers distributed
- 750 posters placed on campus
