CREATIVE
STRATEGIST
brief goal: launch the new Zenit tablet for the summer.
1. ANALYSIS AND DNA OF SAMSUNG COMPANY:
The company was founded on March 1, 1938, by Lee Byung-chul in Taegu, present-day South Korea. Initially conceived for the food sector, over the years, especially during the 1960s and 1970s, it began to show interest in electronics. Other areas of development include heavy industry, petrochemicals, and shipbuilding.
After the founder’s death, Samsung’s various businesses were distributed among four independent and autonomous companies. Samsung retained activities in Engineering, Electronics, High Technology, and Construction, while the other companies divided the remaining sectors.
2. TARGET analysis:
Target audience: GenZ for Zeny
They have frequent interactions on social media with their peers, the brands they are associated with, as well as making new connections: they have no issues in engaging with other profiles.
Their social media accounts reflect their individual personalities.
They are interested in innovation and new technologies.
Possible social media touch points: TikTok, IG-stories, Twitch, Discord.
3. COMPETITOR & COMPARABLE ANALYSIS:
Competitor (differences)
Apple: perceived as more focused on the graphic field.
Lenovo: targeted towards professionals.
Huawei: a strong inclination towards innovation + affordable prices.
Comparable
Microsoft: produces the Surface, which is similar to a tablet but designed for work purposes.
Asus: produces similar products to the 2-in-1 Notebook, indicating a shift away from the tablet market.
3D Research SRL: produces tablets, but its specific use is for marine floor analysis.
4. CREATIVE CONCEPT:
Insight: if you don’t post it, it’s as if it never happened.
Samsung Zeny allows you to create a constant storytelling experience, ensuring that you don’t miss a single moment of your summer.
With its advanced technology, it guarantees a continuous social connection, ensuring that your presence is never lost.
Its water resistance allows you to use it even during your leisure moments, staying connected without compromising on the convenience of its compactness.
5. TOUCH POINT:
GenZ primarily inhabits social media platforms, often making their purchasing decisions through these channels by following influencers who showcase product usage.
Suggested social media platforms: TikTok, IG-stories, Twitch, Discord.
There is also the possibility of organizing evening events at selected retail locations in major metropolitan cities.
6 DIGITAL STRATEGY:
- Tiktok: “Reach the Zenith with Zeny” challenge.
- Twitch: collaboration with Maxis to integrate Zeny into the video game The Sims.
- Discord: develop a Samsung server where people in need of assistance can access and initially follow instructions based on their needs. Later on, they can request assistance and connect with a Samsung technical assistant via voice or video chat.