Media:The video has featured acrossSamsung website and other digital platforms including social media channels asthe video is 4:00 seconds which was released on December 30, 2016.Execution: Samsung India haslaunched a national wide television and digital campaign showcasing its initiativeto take customer service to the doorstep of consumers. In October 2016, Samsunglaunched 535 service vans to ensure timely service to customers in the remotecorners of India. Samsung service network has increased from 2000 to 3000service points where it (Samsung) can reach maximum areas and making Samsung servicenetwork the largest in India. CampaignAcceptance:Cheil India is amarketing company under Samsung group which offers advertising, publicrelations, shopper marketing, digital marketing etc. Samsung service film had agreat emotional impact around the world.
Samsung India, the country’s mosttrusted brand in the mobile and consumer durable categories has strengthenedits commitment to provide quality service in both urban and rural areas byaugmenting its service network.Campaignresults and awards:The campaign went viralwhen it was launched on December 30, 2016, getting nearly 20 million views on YouTubein first week itself (January 6, 2017). After one and half month, the film hasbecome the highest viewed advertising video in consumer electronics and smartphones category worldwide and highest viewed advertising video on YouTubeacross all categories in India. Samsung India, has wonSpecial International Advertisement Award at Prestigious Korea advertisingAwards for “We will take care of you- where ever you are” campaign.Essence of the Campaign: Instead of talkingabout the product, Samsung has created a storyline that depicts the emotionalstory of Samsung service van engineer, who goes to a remote area to provide theservice by highlighting Samsung’s vision of creating long lasting relationshipwith its consumer’s thoroughly timely service across the country.
Why digital media:Samsung wants thecampaign to be seen by customer where ever they are in India. The campaign is a360 degree one stretching across both ATL and BTL. Through digital media the Advertisementcan be flexible, time saving, cost effective, user can view the Advertisementsmore number of times as per their desire and the viewer’s preferences andinterests can be analyzed. Digital media is accessible to any type of customerirrespective of demographics where the brands can easily penetrated into themarket.