CASE STUDY: Samsung / Carphone Warehouse & 27 Dresses
Provided by Twentieth Century Fox Ltd
Samsung and Carphone Warehouse in a FREE license deal with 20th Century Fox in association with the cinema release of 27 Dresses
What was the Challenge / Background of the Campaign?
To promote the new Samsung G600 Pink being sold in Carphone Warehouse and to associate the colour and style of the phone to the women's market while linking it with 27 Dresses by the sell "The Perfect Partnership".
What was the Campaign Objective?
To promote the increase of the purchase of the Samsung G600 Pink up to and during the cinema release of the 27 Dresses film. To: Increase Frequency of Purchase, Recruitment, Give Brand Attitude and Build Awareness.
What was the Solution?
Promoting in-store through use of posters, the fortnightly publication in all 560 stores and Carphone Warehouse's website the offer of a £100 instant trade-in for an old phone - the guaranteed offer to receive a £100 voucher to spend at Coast as well as exclusive access to 27 Dresses film content and downloads available online when buying the Samsung G600 Pink on pay monthly.
What were the Results?
The campaign worked well and the percentage of purchases increased during that time and 20th Century Fox have told us they would definitely consider these two brands for future partnerships.
What were the Key Learnings of this Campaign?
To build awareness of a product particularly in the fast-changing mobile phone industry, through use of big posters and in-store magazines is effective and when collaborating with the release of a big film, draws the consumer/target audience's attention. The incentive of receiving £100 worth of fashion vouchers was also successful, motivating the female audience looking to buy a new phone to consider the deal while building awareness. Samsung/Carphone Warehouse maximised the potential of the license and demonstrated the power of partnering with a film.