Building The Samsung Brand

How a premium audience-driven media solution and an “always on” approach to consumer communications significantly improved Samsung brand perceptions in the UK.

The Challenge

Buoyed by an increasing share of the UK smartphone market, 2013 was the year Samsung really took the fight to Apple.

However in doing so, Samsung recognised that there would have to be a significant change in strategy – with a far greater importance placed on building both brand fame and stature in order to compete with Apple.

Our Solution

Samsung must start to behave like the market leader.

The foundation of Rapport’s OOH strategy was to take “ownership” of a premium communications channel to build perception of the Samsung brand; and create brand presence through an “always on” approach, driving familiarity amongst our Millennials target audience.

This approach would also give Samsung guaranteed premium display for product launches, while ensuring a presence during key competitor campaigns.

With a focus on quality and impact, Rapport secured a long-term holding of giant high-definition billboards. The campaign ran for 12 months across 212 billboards, with placements optimised to deliver against our Millennials audience in key conurbations across the UK.

But the idea of “ownership” didn’t just stop with share of voice. To deliver complete brand domination, Rapport removed the media owner branding on each of our billboards – and replaced it with 1.8m fully illuminated Samsung name plates!

Results

Research proved that the media choice clearly delivered positive brand associations amongst those who saw the campaign versus those that weren’t exposed.

Crucially this occurred amongst Apple customers who showed positive shifts in perception of core brand Samsung statements: Premium (+13%), Modern (+9%), Advanced (+7%) and Forward Thinking (+5%).

In addition, our continuity strategy was proven to significantly shift Samsung brand perceptions over time – with a 42% increase in respondents believing that Samsung was the market leader.

Yet it wasn’t only attitudinal changes that were noted in the research, there was a behavioural impact too.

There was a significant increase in consumers claiming to seek more information about the brand or product (+45%), with a sharp rise in purchase intent (+65%) suggesting that the campaign had increased consideration of Samsung over time.

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