Cannes Lions

DISCOVER TRUE DETAIL

CHEIL, Beijing / SAMSUNG / 2014

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Overview

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Credits

Overview

Description

We wanted to own the 4K UHD TV market in China, and show Samsung's leading brand power.

Our target audiences are mostly wealthy Chinese people, who are very interested in traditional Chinese culture and art.

As television can be a very good vehicle to display art, we wanted to forge a combination between Samsung UHD TV and Chinese traditional culture.

PR Outcome:

-476 online media press mentions

-35 newspaper press mentions

Execution

-In 5 main cities:

Beijing: Nov.15th~Nov.17th, Jinyuan Yasha Mall

Shanghai: Dec.6th~Dec.8th Yuexinghuanqiu Gang

Guangzhou: Nov.29th~Dec.1st Zhengjia Plaza

Chengdu: Nov.22nd~Nov.24th, Chengren Wanda Plaza

Shenyang: Dec.21st~Dec.23rd Zhongjie Henglong

Online Video,Nov- Dec, 2013 ,Youku.com

Online Video& SNS

Outcome

-Within one week of the event, there were 330 million clicks and reposts about the activity on the internet and 476 online media have reported the news. We held the activity in Beijing, Shanghai, Chengdu, Guangzhou and Shenzhen one another. After the event is over, the sales goal in these 5 cities have reached to 200%.

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