Report: Memory Card Campaign Les Frères Plugg 02/02/2010

Objectives: Communicate on range of SD Cards: standard, SD Plus and mini SD standard & Plus Renew message on same product benefits- how? Generate maximum visibility for minimum cost Use bloggers as a communication vector and gain articles Accumulate database for future CRM usage (10 000 participants)

Constraints No new news on products Same benefits as in 2009 Communicating to the same target group (bloggers, heavy online consumers) Pre Christmas period High level of promotion and communication from other brands Small media budget

Creative: The Answer PERSONIFY the products as real characters which enables: Expression of different tough product benefits in a humorous manner- NEVER DONE BEFORE ON THIS CATEGORY Creation of the beginning of a saga Attachment to the characters Wide scope of actions (in store, street, sales motivation ) Gives Samsung a younger image Means: Create 3 funny videos to highlight the 3 main product benefits Create an online game Hire a blog specialist to target different blogs Create free partnerships to increase visibility for minimum cost Use blogbang to maximise visibility (vs online display campaign = too expensive)

The Creative Idea Les Frères Plugg (The Plugg Brothers) Our cards are TOUGH Our Plugg Brothers are too They are a family of SD Card brothers who are not scared of anything! They are indestructible! They can survive any challenge or any element! Their aim in life is to plug themselves into visible holes, constantly, by any means necessary!!

Communication Plan

Communication Scope Video Platforms 20K media spend on BlogBang- the biggest blog portal in France + 450 000 viewed videos Microsite Banner ecosystem on samsung.com Blog Manager Emailing to Samsung database Press release Promotion on Goom Radio +77 000 fans FB +4 million listeners

Key Dates Microsite Launch Emailing 1 Emailing 2 Emailing 3 14/12/2010 20/12/2010 25/12/2010 27/12/2010 02/01/2010 05/01/2010 13/12/2010 Press release to Blogs Upload on video platforms Goom Radio promotion in MIKL s program Goom Radio promotion on Just Hits program Blogbang Campaign 07/01/2011 Microsite Game 31/01/2011 Presence www.samsung.com 31/01/2011 Last minute action! Exposure on girls.fr

Microsite The central hub to showcase: - concept and videos - online game - product attributes

Home Page Microsite: Figures to date 12/01 N unique visitors: 53 098 N of viewed pages: : 239 014 N of participants in the game (12/01/2011) : + 28 000!!!

Who are the brothers?

Video page- how tough are the cards?

Online Game most popular page

Product benefits- send onto product page

Mailings

Emailings 1 & 2 & 3 14 &20/12/2010 & 05/01/2011 27 385 people clicked on and opened the emailing = Good visibility- within the norms of emailing results

Free Campaign on Goom Radio and their Facebook pages

Just Hits Page Link to our website Frères Plugg

On air radio spots and home page banner Goom Radio Du 20/12/2010 to 25/12/2010: Competition Samsung on MIKL s show Spots : 8 Promotionnal Spots /day on Just Hits sout of 40 spots broadcast Speaks : broadcast 3 Promotionnal Speaks /day on Just Hits out of 15 speaks broadcast Promo banner on home page Du 27/12/2010 au 02/01/2011: Promotion of our website competition Spots : 8 Promotionnal Spots /day on Just Hits sout of 40 spots broadcast Speaks : broadcast 3 Promotionnal Speaks /day on Just Hits out of 15 speaks broadcast Promo banner on home page General Ad MIKL s Show Ad

Facebook pages announcing the game

Blogbang Campaign

Visibility 1483 blogs published the Campaign This accumulated more 510 452 videos viewed vs 450 000 bought

Communication to Blogs

Message to Key Bloggers Salut Michel, Comment vas tu? Je t'envoie ce mail dans le cadre du lancement des nouvelles cartes SD Samsung indestructibles x-). Afin de faire découvrir cette nouvelle génération de cartes SD ultra résistantes, Samsung a choisi l'humour et la pédagogie. La marque a donc inventé des personnages assez farfelus et casse-cou: les frères Plugg. A travers leurs cascades (saut du haut d'un immeuble ou encore résistance à l eau), que tu peux découvrir en vidéo ici: http://www.youtube.com/user/lesfreresplugg, les internautes peuvent découvrir les différentes qualités de ces cartes mémoires haute capacité. Mais en plus, un petit advergame a été développé pour permettre au internaute de gagner des lots plutôt sympathique (PC portable, appareil photo et évidemment des cartes SD). Tu peux jeter un coup d'oeil au jeu ici: http://www.samsung.com/fr/lesfreresplugg/. Le jeu est super simple et tout le monde peut tenter sa chance. Si ce produit t'intéresse et que le jeu peut amuser tes lecteurs, je te propose quelques images en pièces jointes pour en faire part à tes lecteurs. A ta dispo si tu as des questions,

Posts on blogs More than 60 posts were accumulated Majority on blogs, Twitter, facebook and news portals There is a real diversity concerning the blogs which posted on the operation: geeks, feminine, adervgame, music, celebrity, general public which allows on wide spread of the message

Examples

www.samsung.com Eco-system Use natural traffic to send onto Frères Plugg microsite

Samsung Eco-system Home Page banner

Samsung Eco-system Home Page

Samsung Eco-system Category Page

Samsung Eco-system mysamsung.com

Key Figures Blogbang: 510 452 videos viewed (vs 450 000 bought) 1483 blogs broadcast the campaign 3 Emailings 27 385 clicks onto the microsite Microsite: N unique visitors: 53 098 N of pages viewed: 239 014 N of participations in game: + 28 OOO Articles + 60 posts on various blogs/portals VISIBILTY ACHIEVED CRM: MORE THAN DOUBLED TARGET QUALITATIVE ARTICLES GAINED NEW BLOGS POSTED