Samsung: Strategic Creative Digital Rationale

Proposal for

SÃO PAULOLISBOA LUANDAMADRID

THE CHALLENGE

MOVIMENTO SIM

The “Movimento SIM” is an artistic creative initiative created and

sponsored by Samsung which aims at enhacing artistic by leveraging the

artistic exposure of emerging young artists

To trigger a greater bond between cultural artistic expression

and its target audience with the aid of technology, creating better

awareness for the artistic “new blood” offspring

3

INSIGHTS

DOES IT HAVE

TO?

Movimento SIM has to communicate to mass market.YES

We have to address the different targets in very differentways.

RIGHT ON

Create content - yes, BUT not only - co-creation and interactivity are key.

Samsung needs High visibilityA MUST!!

COMMUNICATION STRATEGY

ANALYSIS

POSITIONING

Creativity

To promote and push

creativity in Portugal

materialized in

YOUNG MINDED PEOPLE

Artistic elite

Creative

masses

Artist

Mass

market

ADVERTISING

ARCHITECTURE

VISUAL ARTS

FASHION

MUSIC

PERFORMING ARTS

SOFTWARE AND APPS

MOVIES

COOKING

CREATIVE INDUSTRIES

COMMUNICATION BY CONTAMINATION CAN BE A SLOW PROCESS

7

BRAND POSITIONING

CONCLUSIONS

1.With Movimento SIM, Samsung communicates with the artistic elite. In order to be intrinsically associatedwith creativity, Samsung has to conquer this target and to do so, it needs special codes, language andcontent.

2.Notwithstanding, Samsung needs to address all young minded people. Not just the artistic elite. And thatrequires a totally different approach.

3.Samsung places itself too much in the sponsor role. In order to gain more affection, it needs to take a more center role - needs to own it’s activity.

4.As a brand, Samsung is well known but it is not yet a loved brand by the local consumer. New products are

putting the brand in the right track. Now it needs a WOW factor in communication.

CAMPAIGN GOALS

• Reinforce Samsung‘s connection to creativity across its target audience

• Bring the Samsung brand to the center of communication

• Generate interactivity and co-creativity with (some of) the target

• Think communication as Omni-Channel- not On & Off line

• Increase DB of people connected to the brand and build relationships

• Start building Samsung as a Love brand

it’s their life

it’s their dream

it’s their hobby

it’s their entertainment

THE TARGET AND CREATIVITY

YOUNG MINDED PEOPLE

Artistic elite

Creative

masses

Artist

Mass

market

Creativity is important to

everyone.

but at different levels

They want to see

They want to

participate

WHAT AND HOW TO TALK

YOUNG MINDED PEOPLE

Artistic elite

Creative

masses

Artist

Mass

market

MessageExplore creativity.

W ho knows where it leads you?

Platforms

gives you

Success

gives you

Experiences

gives you

Rewards

& Entertainment

Platform 1Empowers the artist and the wannabe artists.

Provides interesting content for the

communication by contamination process.

Platform 2Allows to put hands on creativity in an easy

and fun way.

Produces great content for communicationbycontamination process.

Platform 3Engages people in fun and innovative highly

involving ways.

It allows the viral effect in full throttle.

YOUNG MINDED PEOPLE

Artistic elite

Creative

masses

Artist

Mass

market

MessageExplore creativity.

W ho knows where it leads you?

enables you

Success

gives you

Rewards

gives you

Experiences

& Entertainment

Platforms

PLATFORM 1:

• Our idea is to proceed with Movimento sim.

• We can follow the “power to the artist” path. It seems appropriate. And “power” shouldalways be given via technology.

• And we can also develop additional/alternative paths.

• Movimento SIM should not be closed under one single path.

• The brand must continue to be an endorser.

IDEAS FOR MOVIMENTO SIM"POWER TO THE ARTIST"

MOVIMENTO SIM Augmented Art Project

1: MOVIMENTO

SIM

The Augmented Art Project is an initiative to create a series of public

art pieces like never seen before in the world.

These art pieces will be placed in the cities using one 3D augmented

reality tool to create the first Augmented Art exhibition in the world.

Augmented Art Project

1: MOVIMENTO

SIM

How does this works?

We first invite 3D artists to know our project and let them “spread their

wings”, that is, we let them work on 3D sculptures to place in several

locations of the city.

Once an art piece is finished we map this artist’s work in 3D and we

place it somewhere in a geographic map.

An app designed specially for this project will determine one’s geo

location and will allow the user to see an art piece in 3D, that is, one

that you can circle and see all it’s sides, on a mobile phone or tablet.

Augmented Art Project

1: MOVIMENTO

SIMAugmented Art Project

1: MOVIMENTO

SIMAugmented Art Project

The objective is to spread a collection of art through out the city (Lisboa)

and make the project grow to every other cities in the world.

The project will have a website where users can find information

regarding the art spots (the places where the art pieces are), can build a

itinerary to visit the collection and can share any content related with the

art pieces.

1: MOVIMENTO

SIMAugmented Art Project

IDEAS FOR MOVIMENTO SIMAn on-top Idea

MOVIMENTO SIM Projecto Mentor Criativo

1: MOVIMENTO

SIM

The Projecto Mentor Criativo is a program oriented to learn,

share experiences and to encourage the creation of new content.

The players are, in one hand, talented young people making their first

steps in their passionate craft, on the other hand, well-known personalities

with a recognizable path in their creative line of work in Portugal.

This project will help Samsung to be perceived as a creativity enabler by

promoting the generation of new ideas and skills between people from the

same area.

Projecto Mentor Criativo

1: MOVIMENTO

SIM

Projecto Mentor Criativo will support 9 (nine) areas

within the creative industries:

Projecto Mentor Criativo

ARCHITECTURE

VISUAL ARTS

FASHION MUSIC

PERFORMING ARTS

SOFTWARE&APPS

CINEMA

CULINARY

ADVERTISING

1: MOVIMENTO

SIM

This Project can only take part with the help of both Samsung and some

selected extraordinary creative personas.

Together, they will scout for some young talented people and choose

among all of them, one from each creative area.

Once the mentoree is chosen, it will begin a collaboration with the

duration of one year.

Projecto Mentor Criativo

1: MOVIMENTO

SIM

The creative pairs will organize their meetings on their own.

Samsung will provide them with the technology for a better

comunication, so nothing is lost in translation.

Also, a film crew will film the collaboration has it happens and interview

all the players from this creative fostering project when it ends.

Projecto Mentor Criativo

1: MOVIMENTO

SIM

The first step, now, is to choose 9 creative mentors.

This is our vision:

Projecto Mentor Criativo

ARCHITECTURE

VISUAL ARTS

Together with Manuel Salgado, we’ll choose a

younger visionary architect to share his thoughts

with this mentor or even create a new project.

Paula Rego will foster a young artist/painter to

explore and share her experience with visual arts.

SOFTWARE&APPS

Together with José Tribolet (IST) we’ll scout for a

software genius to partner with highly recognized

engineer/developer and open the “road” to a new set

of forthcoming IT projects

1: MOVIMENTO

SIMProjecto Mentor Criativo

FASHION

MUSIC

PERFORMING ARTS

Together with Rodrigo Leão we’ll be looking

for a musician to work and learn from Rodrigo’s

experience.

Ruy de Carvalho with his many years of

experience will foster a young actor/actress in the

arts of performing.

Together with Augustus, we will find a young

fashion designer to learn from his long fashion

career.

IDEAS FOR MOVIMENTO SIMAN ALTERNATIVE

Samsung Creative Clash

2: Samsung Clash

One of the most amazing things about creativity is the power of combining

previously uncombined elements and create something new from it.

We’ve all seen this “power” at work, when Blues and Country combined into

Rock’n’Roll, or when Science and Cooking mixed into Molecular Gastronomy.

That’s why we are amazed when we see a new Clash of Creativity happen,

and Samsung will make it happen.

Creative Concept

2: Samsung Clash

Samsung Clash will be a web-content series, always following the

same format: to clash two completely different creative industries

in order to create an amazing result.

Idea

2: Samsung Clash

Cooking +

Cinema

A short film would describe the beauty and gorgeousness of a recipe

(e.g.FoodPorn)

The filming technique would comprise a close up shot of food and kitchen

utilities used in order to make a certain recipe.

The short would be directed by a famous cinema director and the recipe

would be made by a notable Chef.

The idea is that the film not only shows the recipe, but also tells a story.

Example

2: Samsung Clash Example

2: Samsung Clash

Architecture + Music

An architect and a musician will gather to make something brilliant:

make music with a building!

They will record sounds of an existing building.

Then, all sounds will be treated and made available in a Web-App

that can be used by everyone to make music, like a beat-machine.

Example

2: Samsung Clash

Sound of

elevator pulleySound of lightsturning on

Sound of water

running in pipes

Sound of entrance

revolving door

Sound of garage

door opening

Example

2: Samsung Clash

SAMSUNG SOUNDMACHINE

Example

PLATFORM 2:

• This platform will be the one where we push co-creation to the limits.

• The Brand must assume a center role.

• It should be in a format where technology is there but what really is stressed out is the

connection between Samsung and all the creative industries.

• It has to have good entertainment values.

Samsung Creative Battles

2: Creative Battles

The Samsung Creative Battles is a web based brand

activation that will put face-to-face a Guru from a creative

industry and the web crowd!

Concept

2: Creative Battles

The guru and the crowd will have the same creative challenge.

Examples:

Rui

Reininho

The

Crowd

Write the new lyrics for the mega-hit "Dunas"

/

Idea

2: Creative Battles

The guru and the crowd will have the same creative challenge.

Examples:

Edson

Athayde

The

Crowd

Create one commercial for the Samsung Galaxy S

/

Idea

2: Creative BattlesWebsite

PLATFORM 3:

58

• In this platform, the ability to surprise and entertain is and absolute must.

• The connection between the brand, creativity (not just the creative industries) and

technology must be completely evident.

• The brand must assume a center role.

• We are aiming for stories that want to be told.

Samsung Creative Byites

Creative ByitesInteractive DJ

The Samsung Interactive DJ is an app that uses Bluetooth or Wi-fi

technology and it grants people the chance to use their cellphones/tablets to

send predefined sound bites that could be listened in a nightclub,

interacting with the DJ’s setlist.

Creative ByitesFantasPorto Haunted

Samsung will perform a big stunt in FantasPorto 2012.

Every photo taken in the press conferece will have a ghost

projected that will only be visible in digital cameras.

Creative Byites

That will be possible using a technology that

projects an image, every time it “sees” a flash

from a camera.

FantasPorto Haunted

Creative ByitesFantasPorto Haunted

After creating a media blast in the Press Conference, Samsung will take it

to the big audience and install it in a wall on Porto, so everyone can have a

picture of the Haunted Wall.

FantasPorto Haunted

Creative ByitesHolophonic Experience

Holophonic sound is an experience arranged with the intent to create

a 3-D stereo sound sensation for the listener of actually being in the

room, using conventional headphones.

Therefore we can create an amazing

interactive experience using only

one sense: hearing.

Creative Byites

The video starts by telling the user that he has been

invited to the grand opening of the first 8 Star Hotel in

the World. The Samsung Sensations Hotel.

This is a magic hotel, because each room is filled

with a truly amazing and unique experience.

Holophonic Experience

Creative Byites

Once the user enters the hotel, everything turns black. Someone yells

that the power has gone down. The user can only see green lights that

indicate the rooms.

The truly sound experience starts now!

Holophonic Experience

Creative Byites

User will:

-have goose skin when he enters one Room where foreign girls,

that talk a very strange language start flirting around his head .

-have fear when he enters the swimming pool and a lot of spooky

characters (sea creatures??) interact with him.

-laugh when he enters the Laugh Yoga Room and a crazy teacher

is running around the room laughing and doing practical jokes.

-shiver when he enters the lobby stairs where he steps into an

decorative armour and finds himself in the middle of a gentlemen duel.

-squirm when he enters into a very very crowded lift full of impacient

people

Holophonic Experience

BACK TO STRATEGY

HOW ALL THESE WILL FIT

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Samsung presence

Video Youtube

event activity 1

Promotional

activity

& DB

Section for viral

activity n

Site Samsung

página Samsung

Site Samsung creative Battles

Site Samsung creative Byites

Newsletter

& DB

PR

EventsApps

Sponsorship

SEO, Adwords,

Facebook Ads &

Display

All product and brand activity Creativity related activity supporting activity

site movimento SIM

Press

EX: HOW TO COMMUNICATE THE NEXT POWER TO THE ARTISTACTIVITY

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Display

Site Samsung

página Samsung

Newsletter

& DB

PR

Public InstallationPower to the

artist´s next action

Blog seeding

Facebook Ads

Video of people

experimenting

site movimento SIM

TimeOut

Turism Office

etc.

IN CONCLUSION

75

We bring you a strategy

YOUNG MINDED PEOPLE

Artistic elite

Creative

masses

Artist

Mass

market

MessageExplore creativity.

W ho knows where it leads you?

& Entertainment

Platforms

enables you

Success

gives you

Experiences

gives you

Rewards

IN CONCLUSION

76

We bring you a strategy

Platforms• Reinforce Samsung connection to creativity across target

• Bring Samsung brand to the center of communication

• Generate interactivity and co-creativity with (some of) the target

• Think communication as Cross line - not On & Off line

• Increase DB of people connected to the brand and build

relationships

• Start building Samsung as a Love brand

PROPOSED YEAR ACTIVITY

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Jan Fev Mar Apr May Jun Jul Aug Sep Oct Nov Dez