Cannes Lions
CHEIL, Beijing / SAMSUNG / 2014
Overview
Entries
Credits
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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