Samsung has recently launched its smartwatch Samsung Gear S2 in India. The digital campaign for the brand was conceptualised by Cheil India and the OOH campaign, by Posterscope. The OOH campaign was carried out in Mumbai, Delhi and Bengaluru.
For the OOH leg, the area targetted in Mumbai was the Juhu Circle which sees high traffic throughout the day. In Delhi,the DND toll bridge, a key entry point from Noida to Delhi, was targetted. In Bengaluru, the billboard was put up at Richmond Circle, a major commercial hub and high-density traffic area.
The digital campaign #LoveGetsBetterWithEveryTurn was carried out through Instagram from February 10-14, as a run up to Valentine's Day. It generated 58,682 likes and 938 comments on Instagram.
Talking about how different is Samsung Gear S2 from other smartwatches and its advertising strategy, Sidharth Shukla, head digital strategy and social media, Cheil India, says, "The point that we wanted to communicate was that Gear S2 is unlike any other smartwatch, and offers muchmore than what is available in the market today in terms of design and features. The strategy was simple --how to get this message across to our potential customers in a manner which is impactful, and at the same time, drives engagement and recall for the product.
The brand's target audience is 24-30 years, bothmale and female, with the ratio of 70:30 per cent.
Explaining about the target audience's psychographics, Shukla says, "Those who comprise our target group are not happy with their usual 9am-5pm lives and aspire to add more dimensions to it which may include an active hobby/interest such as photography, blogs, travel, or cycling. They believe that their life cycle has evolved to a point where they can try out new activities/experiences and new technology that is in sync with their state in life."
Shukla feels that such prospective customers are overscheduled and have packed many things into their personal and professional lives. "They would aspire to own technology that helps them not only to manage their time and life, but also prevent their multi-tasking to become their 'Achilles heel' of sorts. They want to make a statement wherever they go and this piece of technology will give them the badge value/bragging rights amongst their peers,colleagues and other social circles and communities," he says.