The VWV Group’s reputation of working with blue chip brands was reconfirmed when it was appointed by Cheil to produce and manage three activations for Samsung. A significant appointment for the Group, Samsung recently overtook Apple as the world’s top-selling smartphone manufacturer.
The appointment came hot off the heels of VWV’s successful launch of Bharti Airtel LTD in 15 African countries, proving its clear understanding of cross-cultural markets and its robust capacity to successfully project manage local ground networks. The countries in which the Samsung activations have been rolled out include Senegal, Nigeria, Botswana, Kenya, Ghana, Mali, Mozambique, Angola and Zambia.
The first activation, the Samsung Mobile Live campaign, was themed ‘Show your Spirit’, leveraging the brand’s wider sponsorship platform of the Africa Cup of Nations. Interactive exhibition stands were placed in the centre courts of shopping malls in four African countries. The activation, using stands with brand ambassadors, encouraged fans to engage with Samsung’s mobile and tablet offering. Keeping it simple, the aim was to drive sales by creating a memorable product experience for shoppers and football fans alike.
The second campaign, which was rolled out to coincide with the African Cup of Nations from 17 January to 12 February, brought to life the ‘Show your Spirit’ platform through Samsung pop-up fan parks. The parks included mini-bleachers, interactive games such as foosball and kick-up competitions, and a DJ that rallied the crowds to “show their spirit.” The parks provided Samsung with an opportunity to showcase and drive interaction with their ‘Built for Africa’ product range.
The execution was designed and based on sound consumer insights, with a clear understanding of how African consumers interact with the Samsung brand as well as their passion for football. VWV’s executive producer, Chrissy Dransfield, said “When designing the campaign, a clear call to action, incentives to purchase, and the opportunity to “touch and feel” the products were integral to ensuring a successful execution. The activations were crafted to leverage African football fan’s inherent passion for the game, whilst providing the Samsung brand with an opportunity to invite consumers into their world. Every touchpoint within the activation was viewed as an opportunity to bring the brand to life.”
Working in such a large number of different African countries was not without its challenges. “Briefing suppliers just before Christmas added to the difficulties of “Africa Time” and obtaining event material timeously, but in Africa there is always a plan to be made. Dealing with the diversity of business cultures was overcome by always being collaborative and flexible,” concluded Dransfield.
For more information on creating experiences that change perceptions and inspire action call Minette Smalle on 011 799-2600 or visit www.vwv.com. Like us on Facebook: VWV and follow us on Twitter @VWVGroup.