Forget chatting, do The 'Tabbing' with Samsung Galaxy

How Digitas India made a dent into the Indian tab marketplace through digital medium?

Neha Saraiya | Delhi | July 27, 2011

When the consumer durable behemoth, Samsung India was looking at the Indian market place to mark the launch of its first Tablet smartphone in India, Samsung Galaxy Tab, the task at hand was to make the product 'stand out of the league', far away from the perception of just another run-of-the mill tablet cum phone. Thus to break the clutter in the teeming market, Digitas India, evolved the new age nomenclature “TABBING” that symbolised a novel lifestyle;  like spending hours working in pubs &cafes and still being the star employee or playing with numbers in office while playing with words on Facebook.

The integrated campaign revolving around the age group of 25-35 year Male Urban Professional in the country was divided in to various stages. The first phase of the campaign, 'Discover Tabbing' worked to capture the media attention creating a lot of buzz in the streets. This was done by intriguing conceptual banners leading up to an innovative micro site showcased through origami (boring graph sheet converting into a fun paper plane) a perfect fusion of work and play.

Also, in order to root the active branding idea in a more persuasive way, the agency also launched a pre-website, that aimed at pushing forward the concept of 'The School of Tab'. For instance, 'The School of Tab' says that one of the most crucial take away- from any meeting, apart from good ideas of course, should be pizza!

Furthermore, to augment the pace of the campaign, an aggressive use of social media was resorted to. The earned media was used to amplify the communication by engaging with the TA. The facebook fan page of the Korean giant interacted with the consumers' through a custom content and a tabbing quotient quiz. The fans used School of Tab statements to make status updates and shared the definitions of Tabbing with their friends.

On the owned media front, a rich website & a WAP site were formed to put on show the various features, videos, special offers and options to purchase the product online collaborated with a request feature for a demo.

“With this campaign, Digitas India was able to build significant awareness and engagement around the launch of Samsung Galaxy Tab in the competitive Indian smart phone market. The campaign helped the brand in capturing the mind space of the mobile consumer which showed in the great results.”AmanMalhotra, Lead -Digital Marketing, Samsung India.

As a result, the communication etched 813 impressions, along with 2.7 million clicks and 26,000 leads for product purchase. The campaign CTR also went up to 0.69% against industry standards of 0.3%. Also, an independent research claimed that 'Online' was the primary source of information amongst the purchasers of Galaxy Tab at 37%.

The campaign turned out to be one of the most successful digital campaigns for the brand.

Neha@BestMediaInfo.com

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