PRO Case Study
Case Study: How a New, Low-Cost Offline Channel Generated Surprisingly Stellar Results for Samsung
by Kimberly SmithCompany: Samsung Electronics Canada
Contact: David Mear, Media Supervisor, Cheil Canada
Location: Toronto, Ontario
Industry: Consumer Electronics
Annual revenue: $2,147,500,000
Number of employees: 1700
Quick Read
Getting in the game early and trying something new has its risks—and its advantages.
When Samsung Electronics America introduced a new mobile device in direct competition with the iPhone, the company knew it had to do something novel to generate brand awareness and product consideration.
But tight budgets meant it couldn't just go all out; it had to take a strategic approach. Digital out-of-home media, although unproven, stood out as a new, low-cost channel with potential.
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Comments
This is an interesting case study. Did Samsung also consider using social media to increase Brand Awareness eg Twitter etc