The Olympic Torch signals the Start of the Olympic Games.

But, if there’s No Torch Relay, How can the Olympic Games be start ed?

But, Torch Lighting Ceremony Starts the Olympic Games. Torch Relay was disturbed by political activists during 2008 Beijing Olympics. Finally, The IOC decided to ban worldwide Olympic Torch Relay from 2012 London Olympic Games.

Then, how can the worldwide Torch Relay be revived ? Worldwide campaign, “Torch Relay with Sam” Sam A nickname of Samsung Electronics Mobile phone (represents your friend) You can be the Olympic Torch bearers. You can build friendship with Samsung.

Contents I. Situation Analysis II. Consumer Analysis III. Concept Analysis IV. IMC Strategies  ATL : TV Commercials & Other Advertisements  BTL : SNS Marketing & Other Events

I. Situation Analysis 1. Market Analysis 2. Company Analysis 3. Competitor Analysis London Olympic

I. Situation Analysis Source: Hankyung Newspaper, “Worldwide Smartphone users 30% between 5-24”, January 7, ① World Smartphone Sales Forecasted ② Global Smartphone Users between years old (1Q 2010) ③ Portion of Smartphone Sales Source: SERI, CEO Information, “Future lead by Smartphone”, February, 3, Smart phone Mobile phone In 2013, 40% in the world population will use Smart phones. Source: SERI, CEO Information, “Future lead by Smartphone”, February, 3, (in million) 30% in 15~24 year-old use Smartphone throughout the world. Sales of Smartphone is expected to grow 4 times in Smartphone will grow at 34% and accounts for 40% of total mobile phone market. 1. Market Analysis

I. Situation Analysis Samsung maintains High Reputation at the global market. Galaxy S Release DateJune, 2010 Sales7 million in more than 90 countries Wave phone (Samsung’s OS Bada) Release DateMay, Sales2 million in more than 80 countries ② Samsung Electronics Sales & Profits (trillion Won) Source: DongA Ilbo, “Samsung Electronics the greatest record, ever” January, 8, ③ Main Products of Samsung Mobile Phone ① Samsung Brand Value 2. Company Analysis Samsung Brand Value ranked #19 among global companies. Profits increased twice more compared to Sales kept on increasing, reaching W 15.3 trillion.

I. Situation Analysis However, despite of the high reputation, absence of [ Enthusiasts ] is a key problem. 2. Company Analysis

I. Situation Analysis However, despite of the high reputation, absence of [ Enthusiasts ] is a key problem. immeasurable & incalculable part of brand value 2. Company Analysis

I. Situation Analysis 2. Company Analysis Willing to sacrifice their time and wait for long lines to purchase newly released Apple products. Form their own social groups and strongly recommend Apple products to others. Forming cultural phenomena. * Apple Fanboy : refers huge fans for Apple.

Does Samsung currently have Avid Fans around the world? Sorry, the answer is currently Not Available. I. Situation Analysis 2. Company Analysis Evaluating enthusiastic fans to brand image is not quantifiable. Thus, not commonly included in the evaluation process. In reality, however, the number of enthusiastic loyal customers tell how much value it delivers to customers.

Now, Samsung Electronics needs worldwide “ Enthusiasts ”, Who are not just the loyal customers, but also create social phenomena and increase a firm’s value. 2. Company Analysis I. Situation Analysis

Global Smartphone Market Share Source: IDC Worldwide Quarterly Mobile phone Tracker, 4 November 2010 I. Situation Analysis ① Traditional Smartphone Competitors ② Other Olympic sponsors Not only traditional Smartphone competitors, but also other Olympic sponsors should also be considered. Top VII Partners for 2012 Olympics (Exclusive category) 3. Competitor Analysis

I. Situation Analysis ② Benefits from the Olympic Sponsorship Source: SERI, “Olympics’ Economics”, September, 20, With the Olympic sponsorship, Samsung can link “the Olympic spirit” to its corporate image. ① The Olympic Spirit The mission of Olympic Spirit is "to build a peaceful and better world in the Olympic Spirit which requires mutual understanding with a spirit of friendship, solidarity and fair play. - International Olympic Committee The mission of Olympic Spirit is "to build a peaceful and better world in the Olympic Spirit which requires mutual understanding with a spirit of friendship, solidarity and fair play. - International Olympic Committee London Olympic Games Image From:

II. Consumer Analysis

Characteristics: ▷ Interested in and be positive to the Olympic Games. ▷ Open to new experiences, and different culture s. 1. Target Definition Young Minded consumers Young consumers between 18 to 27 years old Secondary Target Primary Target

Image from: II. Consumer Analysis “Social Needs” are what the target group desires. Jun. 2007Jun. 2008% Change Social Networking 464, ,51025% FaceBook 52, ,105153% MySpace 114, ,5823% Hi5 28,174 58,367107% Friendster 24,675 37,08050% Orkut 24,120 34,02841% ② Worldwide Growth of Social Networking Sites (# of Unique Visitors) Source: comScore World Metrix ① SNS users over the Internet users Target group possess the highest rate of SNS users over the Internet users. Social Networking Sites have kept on growing year over year. 2. Target Insights

II. Consumer Analysis Time’s Person of the Year 2011 Facebook CEO, Mark Zuckerberg Throughout the world, SNS has been receiving the most attraction. 2. Target Insights Worldwide online users know on average of 4 SNS sites. One tenth of the world population registered to Facebook, about 0.6 trillion people over the world. Besides, Facebook’s CEO was selected to be Time’s Person of the Year. Survey: Online survey through Sample: 14 countries across all continents. Total sample size: 2,884 Please note that upon countries population, additional weighting was performed.

III. Concept Derivation

From ‘Target Analysis’ and the ‘Olympic Spirit’, Being Friends with Samsung should be key word. Be Friends !! Target Analysis : Social Needs The Olympic spirit : Cooperation

III. Concept Derivation Samsung steps forward to become your friends and You become Samsung’s friends (Enthusiasts). Be Friends !! Being Friends to each others!! [Enthusiasts] What You Need to have What Samsung Need to have

Hi, Sam! Sam A nickname of Samsung Electronics Mobile phone (represents your friend) III. Concept Derivation

IV. IMC Strategy 1. Hi, Sam! 2. Torch Relay with Sam 3. Other IMCs

IV. IMC Strategy “Hi, Sam!” TV commercial Name: Message: Method: Reason: Hi, Sam! Hi, Sam! Thank you for always being with me. (always around you in your daily life, as if your close friend.) TV Commercial of “Hi Sam” Model is a famous Olympic athlete, indirectly shows Samsung sponsorship of the Olympics. Introducing Sam as one of familiar friends of yours. Sam represents Samsung Mobile.

IV. IMC Strategy Storyboard of “Hi, Sam!” TV Commercials Storyboard: Shows a typical daily life of a famous Olympic athlete who keeps on talking with Sam, but without revealing the appearance of it. Only at the last part, reveal the identity of who the Sam is “Hi, Sam!” TV commercial #1 “Okay..okay.. Sam, I woke up.” #3 “Thank you Sam, your recipe was great!” “Sam, your music is great today.” #4 “Sam, you’re my best friend ” #5 #2 “Thanks for the good news, Sam” #6 Proud Olympic Partner Samsung Mobile

IV. IMC Strategy Torch Relay with Sam!

IV. IMC Strategy 1. TV Commercial 3. Torch at Torch Relay with Sam! Name: Method: Reason: Torch Relay With Sam! “Torch Relay with Sam, Retweet SNS Torch campaign to your friends. Go check on Samsung Mobile’s homepage to know how you can light the world with Torch Flames. Goal: 20,120,000 people’s retweet.” Torch Relay with various SNS channels (Twitter, Facebook, and Smartphone Application) People retweet the message from Samsung Mobile, “Torch Relay with Sam”, to achieve the goal of 20,120,000 people throughout the world. Once this number is reached, only then SNS Torch can be lighten which is located at Similar effects as the traditional worldwide torch relay Participants can enjoy a sense of being a torch bearer. ① Teaser Ad. ② Original Ad. 2. Smartphone App. ① Light the World ② 2012 Counter Actual Message: on

IV. IMC Strategy Storyboard: Shows people all around the world waiting a message from ‘someone’. Storyboard: Shows the torch that has no fire flame, which is not yet been fired. Storyboard: Then show the message ‘What if, there is no Torch Relay for Olympic Games?’ Torch Relay with Sam! #1 “What’s going on?” #2 “Is there something wrong?” Storyboard of Torch Relay with Sam! TV Commercials – Teaser Ad. #3 (Silently shows not yet lightened torch statue.) #4 (tense sound effect) (sound of lighting a fire: flint sound effect) What if, There is no Torch Relay for Olympic Games?

IV. IMC Strategy Storyboard: Shows people all around the world receiving a message from Sam. Then ignites the small flames. As more people receive and send messages to their friends all over the world, the flame gets bigger and bigger, and finally becomes the Olympic Torch Flames Torch Relay with Sam! #1 “Message from Sam has arrived.” #2 ( sound of small flame) #3 “Message from Sam has arrived.” #4 ( sound of bigger flame) #5 “Message from Sam has arrived.” #6 “Throughout the world.” #7 ( sound of big flame) #8 “Torch relay with Sam” Storyboard of Torch Relay with Sam! TV Commercials – Original Ad.

IV. IMC Strategy Smartphone Application of “Torch Relay with Sam!” Participants become torch bearers and can revive the worldwide torch relay through “SNS Torch Relay with Sam!” Torch Relay with Sam! ① Light of the World 1 Lights are all out at first. 2 Lights are gradually turned on as messages tossed from one country to another. 3 Finally, all lights on the map are turned on.

IV. IMC Strategy By promoting Worldwide Torch Relay, Samsung can practice the Olympic spirits of promoting peace over the world. 123 Smartphone Application of “Torch Relay with Sam!” 2. Torch Relay with Sam! ② 2012 Counter 1 Counter begins from 0. 2 As the number of participants increases, the counter starts to go up. 3 By simultaneously showing the number, the final goal is to hit 20,120,000 people. Once the goal of million people over the world participate, scholarship to 2,012 students living in poverty are provided under Samsung name. To promote large number of people to participate, showing the number of people participated simultaneously and giving out Samsung gifts to participants who send the message at 2012 th, 20,120 th, 201,200 th, 2,012,000 th, 20,120,000 th participants. Even after the Olympic Games end, Samsung keep more than 20,120,000 users worldwide and can conduct other promotions.

IV. IMC Strategy Motivating SNS users to participate at “Torch Relay with Sam!” campaign. 123 Torch at “Torch Relay with Sam!” 2. Torch Relay with Sam! 1 Construct a Torch Statue around the 2 Ask participants to upload their facial images voluntarily when they send SNS text messages to Samsung Mobile SNS Homepage. 3 Torch is filled with the face images of participants from the worldwide. Once, filled with million people, torch flame comes out. ③ Torch at

IV. IMC Strategy 3. Other IMC Strategies ATL 2. BTL Outdoor Advertisement Sports Magazine Advertisement Amigo Party To the Best Sam

IV. IMC Strategy Other IMC Strategies ATL – Outdoor Advertisement Name: Message: Method: Reason: Outdoor Advertisement Hi, Sam. Long Time No See. (4 years of the Olympic period) Hi, Sam. I’ll Always be with you. (Friend) Install those advertisements around the airport, stadium, and London. Idea of Samsung as the Olympic Sponsor (Friend).

IV. IMC Strategy 3. Other IMC Strategies 123 ATL – Sports Magazine Advertisement Name: Message: Method: Reason: Magazine Advertisement Hi, Sam. You got the Gold Medal. Paper advertisements in sports magazines √ Main reader of Sport Magazines are similar to our suggested primary target group. √ To give an idea that Samsung is the No. 1 in Smartphone industry, while giving image as a friend.

IV. IMC Strategy 3. Other IMC Strategies 123 BTL – Amigo Party Name: Message: Method: Reason: Amigo Party Hi, Sam. Let’s get party started. Time: After daily Olympic games are over Dress code: Olympics Characteristics: √ Having a trial experience of Samsung mobile phones. √ Putting Samsung Mobile Logos around the party place. √ Promoting social events at the party. Amigo means friend. Especially in western countries, party is a very popular culture. Besides, party serves as a place that connects people, which satisfies social needs.

IV. IMC Strategy 3. Other IMC Strategies 123 BTL – “To the Best Sam” Campaign Name: Message: Method: Reason: To The Best Sam Hi, Sam! You are the best. London City runs a volunteer program called London Ambassadors to welcome foreigners. About 8,000 volunteers will be selected and positioned at 35 locations around London city. Providing Samsung Mobile Phone to London Ambassadors as a token of appreciation for their efforts during the Olympic and Paralympic Games. Creating positive cascade effects of linking the Olympic sponsorship and the Samsung Mobile to whom have strong interests toward the Olympic.

IMC Strategy Time Schedule Apr.MayJun.Jul.Aug.Sep. Hi Sam! TV Commercial Torch Relay TV Commercial Teaser TV Commercial Social Network Etc. Outdoor Ad. Magazine Ad. Amigo Party To Best Sam IV. IMC Strategy Olympics Start Paralympics End

Bye Sam! Q&A Thank You