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Samsung communication plan (project work)

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Samsung communication plan (project work)

  1. 1. Samsung Pop Art Cover Communication Plan
  2. 2. Le ragioni dell’intervento Dalle ricerche è emerso come Samsung sia una marca meno gioiosa rispetto ad Apple, in termini di colore, empatia, e presentazione prodotto. Abbiamo sviluppato delle cover artistiche e colorate, ispirate alla Pop Art. E' quindi necessario progettare un piano di comunicazione per portare al consumatore la novità.
  3. 3. Key Messages Archetipi pop art: ● rivoluzione vs conformismo ● originalità vs consumismo ● colore vs bianco e nero
  4. 4. Guerrilla Marketing I Ispirandoci alla PopArt di Oldenburg e Koons inseriremo all'interno di alcune piazze cittadine accessori per cellulari realizzati in grande dimensione.
  5. 5. Guerrilla Marketing II Torino Batteria Milano Porta cellulare per auto / Auricolare Bologna Cuffie Firenze Fotocamera Roma Caricabatterie / Tastiera Napoli Auricolare Palermo SIM QR Code sulle opere con accesso diretto alla pagina facebook del contest
  6. 6. Guerrilla Marketing III
  7. 7. Contest Il contest prevede la partecipazione del target mediante la condivisione di foto e video di oggetti quotidiani rivisitati in chiave PopArt. Dal QR Code si accede alla pagina Facebook dove, una volta messo "Like" alla pagina sarà possibile inserire i contenuti realizzati. Il sito web del contest contiene le informazioni riguardanti il contest e ulteriore spazio per upload di contenuti. Twitter - Facebook - Instagram - Youtube
  8. 8. Contest - Evento Il contest si conclude con un evento nel centro di Milano per premiare l'originalità. Durante la manifestazione ci saranno gallerie e mostre aperte al pubblico e concerti, tutto a tema PopArt. Tramite social network gli utenti possono esprimere la propria preferenza: i più votati da critica e pubblico verranno premiati durante l'evento.
  9. 9. Comunicazione Contest Il contest e l'evento verranno pubblicizzati attraverso i seguenti mezzi di comunicazione: ● Tv ○ Canale dedicato (MTv) ○ Canale generalista ● Press ○ Generica ○ Specializzata (Riviste settore musica & arte) ● Radio ○ Nazionale ● Affissioni in luoghi di passaggio e turistici
  10. 10. Television I Il ragazzo/a si sveglia ed esce di casa. Si immerge in una città grigia, piena di traffico, rumori, smog. Indossa le cuffie e inizia ad ascoltare la musica.
  11. 11. Television II Camminando per le strade osserva la città tramite il suo smartphone iniziando a colorare edifici, strade, persone in tipico stile Pop art. Un’esplosione di colori che trasforma tutto il grigio che lo circonda.
  12. 12. Television III Incontra persone con telefoni anonimi bianchi, neri e grigi, pur inquadrandoli non si colorano.
  13. 13. Television IV Sorridendo alza lo sguardo verso un megaschermo pubblicitario dove compaiono 5 cover bianche; il colore le riempie in sequenza con immagini e animazioni.
  14. 14. Press Immagini inserite su periodici generalisti (wired, panorama, espresso..) Pagina fronte-retro 1° Telefono con cover bianca/grigia 2° Telefono con cover PopArt e PayOff
  15. 15. PayOff The smart side of pop Samsung Art Smartphone Fun Colour
  16. 16. Timing orientativo
  17. 17. Copertura Media

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