Why Do We Live in 2D

A campaign for Samsung LED

Worldwide = globally Peter Wang Di Ethenia Novianty Jeong Yumi

Samsung LED TV is a world’s first LED TV in a new dimension.

It has an advanced technology to convert any 2D content into 3D. So the audience will enjoy any content from their TV in a real and better way.

Campaign objective : that Samsung own the conversion feature in the 3D LED TV market.

Mandatory : to use social media to bring forth the benefit of Samsung 2D to 3D conversion.

Campaign coverage : global

Tone and manner : attractive, enjoyable, real Target audience : demographic : 8-60 year old, live in urban, SES A Psychographic : modern, following the trend, new technology adaptor

Consumer insight

Preferred communication medium

Desired response

• The TA can not feel something and realize how important that things are until they’re losing them. For instance, 3D life.

• Real experience through some events and ambient media

• The TA would find that they can’t live in 2D world, that’s why they need Samsung LED TV with 3D technology. (create public awareness and information about Samsung LED TV)

st 1

phase

Create an advertisement to lead the TA to go into the For the poster and ambient We’ll put this advertisement social network created to media we will put QR code in a place where the TA can and also website address to this campaign (usersee it (railway station, bus lead the TA to open the generated content website). handling, etc where the TA website from their mobile The advertisement will be in actively move). outdoor advertisement phone, laptop, etc. (ambient media and poster).

Microsite (social media user-generated content) and also facebook page and twitter. The Facebook page and twitter are actually part of promotional tools to promote the microsite and invite people to upload their funny videos.

Microsite address : www.liveinapaper.com

Inside this microsite, we will invite the TA to upload their funny video about how they live in the 2 dimension (how they move their body only in 2 dimension, which is right and left and up and down).

And later, we will ask the people to register and log in into this microsite to vote for their favorite video. And the people who got the most voters and also some lucky ones voter will get a prize later (from Samsung LED TV).

We will create some “game” events in some potential public places, such as : crowded shopping mall, MRT station, etc. This game is about how they can finish the challenge to take and move some boxes to the other sides by only move their bodies in 2 dimension (only move to the right, left, up, and down).

Since this is a funny game, then a lot of people will participate or just see how this game work. Then it will create a viral form of communication. People will tell about this game to their friends, family, relatives, etc with the power of word of mouth and also the social media that they have (Facebook, twitter, foursquare, youtube, plurk, etc).

So then this “live in 2D” will be published to more people.

There may also be some media who report and write about this funny game (without noticing what game actually it is for).

For the winner of this games in each spot (the one who can collect best point) will get a prize in a coupon that can they exchange with the prize later.

The prize will be Samsung LED TV (without telling what the prize that they will get in the coupon).

For every participants of the game will also get an invitation ticket to watch movies and play the games in a place called “3D palace� (a place where in every sides inside the room will be covered with Samsung LED TV (on the ceiling, on the wall, and also on the floor) so that the TA will experience to live in a world full of 3D after they had to live in a 2D world.

The 3D palace visitors will have many choices and many range of movies (animation, action, thriller, war, comedy, drama, etc) and also games (action, adventure, race, sport, etc) to be watched and played there, so they can have the best experience.

The invitation tickets are also available for every one who logged in www.liveinapaper.com, whether they are video uploaders and also the video voters.

3D Palace