Company: Samsung Telecommunications America, Richardson, TX
Entry Submitted By: MWW Group
Company Description: Samsung Telecommunications America, LLC, a Dallas-based subsidiary of Samsung Electronics Co., Ltd., researches, develops and markets wireless handsets and telecommunications products throughout North America. For more information, please visit www.samsungwireless.com.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Products

Nomination Title: Samsung Mobile Blows Away Tablet Competition with Launch of the Galaxy Tab™ 10.1

Tell the story about this nominated campaign since January 1 2011 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Planning

MWW Group developed a unique PR campaign to introduce the Samsung Galaxy Tab 10.1 into the market, paving the way for future Galaxy Tabs to come. The ultimate goal of this campaign was to establish the device as the No. 1 iPad 2 alternative, while enhancing Samsung Mobile’s position in the U.S. tablet market.

Objectives: (1) Build buzz with national media and consumers prior to the U.S. launch by garnering over 200 million media impressions before the day-of-launch. (2) Create week-of-launch excitement at one strategic retail location. (3) Maintain media and consumer interest post-launch by featuring the device in programs throughout the rest of the 2011.

Execution

MWW Group developed a comprehensive and aggressive campaign that encompassed activities in the pre-launch, week-of-launch and post-launch time frames.

Pre-Launch:

• Built excitement with media by conducting NDA media tours with 24 lifestyle reporters and nine business/technology reporters to walkthrough key features of the Galaxy Tab 10.1.
• Hosted two meet-ups in New York City and San Francisco June 2-3, giving consumers a first-look at the Tab 10.1. Over 520 tech enthusiasts lined-up outside the events for a chance to see the new Tab and engage in product demonstrations and giveaways of Samsung products.

Week-of-Launch:

• Created day-of-launch media coverage by partnering with hip-hop artist Ne-Yo at the Best Buy Union Square location on June 8 to celebrate the exclusive launch of the Galaxy Tab 10.1. Over 20 lifestyle, tech and business media attended the event. The device was on display, allowing media and select consumers to receive firsthand demonstrations from Samsung executives. Media in attendance received a customized Tab, preloaded with applications specific to their audience.
• Built national awareness by reaching all levels of media with targeted activations during the week-of-launch.
  • TODAY Show guerilla activation
  • One-on-one exclusive interviews with Fox News, Star Magazine, and OK! Magazine
  • Created informational video featuring the Galaxy Tab 10.1 to show-off the features and capabilities of the device

Post-Launch:

• MWW hand-delivered the Galaxy Tab 10.1 with personalized applications and settings to over 10 lifestyle media to show the customization capabilities and how the Tab fits into their everyday lives.
• Exhibited at BlogHer 2011, attended by over 3,000 female bloggers in San Diego with the Samsung Mobile Recharge Lounge featuring the Galaxy Tab 10.1. Samsung also sponsored the childcare lounge with interactive games on the Tab.

Results

Coverage: The Galaxy Tab 10.1 campaign generated over 3.3 billion media impressions in targeted publications, such as Fortune, New York Times, CNET, CNN, NBC Today Show and was featured in lifestyle publications such as Sports Illustrated, US Weekly, Good Housekeeping and InStyle.

Awards: The Galaxy Tab 10.1 received over 75 industry and editorial awards in 2011.

Samsung Positioning: This campaign established Samsung as a leader in the Android tablet market. Mobile analysts and industry publications acknowledged the Galaxy Tab 10.1 as the first and only true contender to Apple’s iPad 2. MWW successfully positioned the Galaxy Tab 10.1 to solidify the Samsung Galaxy brand.

Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this campaign:

Team Leader Biography – Ashley Lane

Ashley is an account supervisor in the MWW Group’s Dallas office and a key member of the agency’s Samsung Mobile account team where she is responsible for developing and managing national and international business and consumer-driven public relations and branding initiatives.

In addition to her proven media relations skills, Ashley independently project manages large-scale initiatives including press activities for Samsung Mobile at major tradeshows and events. Ashley also manages executive positioning including speaking engagements and top media interviews for several Samsung executives.