Developed campaign concepts and strategies to support the launch of the Samsung Universe at AT&T.

1. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Samsung
Universe/AT&T
Campaign
1

2. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Samsung’s
360
Degrees
of
Green
• Samsung
is
commiIed
to
providing
a
beIer
green
experience
through
eco-­‐friendly
products,
solu9ons
and
technologies
that
benefit
our
customers’
lives,
affirm
our
shared
values,
and
respect
our
planet
• Samsung’s
vision
is
to
create
new
value
for
consumers
through
eco-­‐innova9on
• Samsung
supports
this
vision
with
eco-­‐management
policies
that
drive
towards
greener
partnerships,
greener
processes,
greener
design
and
end-­‐of
life
planning
2

3. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Universe
Product
Posi9oning
For
the
eco-­‐conscious
consumer,
the
Samsung
“Universe”
is
the
best
mobile
solu9on
that
enables
easy
contribu9on
to
change
and
provides
a
more
connected
green
life.
Unlike
other
eco-­‐friendly
phones,
purchasing
the
Samsung
“Universe”
enables
the
consumer
to
green
their
world
through
interac9ve
and
tangible
ac9vi9es.
3

4. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Universe
Campaign
Objec9ves
Crea9on
of
a
green
campaign
for
the
AT&T
Samsung
Universe
that:
• Meets,
matches
and
builds
on
AT&T’s
objec9ves
in
the
green
space
• Cuts
through
the
cluIer
and
resonates
with
the
consumer
in
a
unique,
personal
way—extending
AT&T
and
Samsung’s
brands
as
they
relate
to
sustainability
and
promo9ng
the
benefits
of
the
product
• Builds
consumer
awareness
of
the
unique
product
offering
—genera9ng
demand
at
the
channel
• Incorporates
eco-­‐centric
gaming
and
content
offers—
crea9ng
purchase
opportuni9es
4

5. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Strategic
Partnership
|
World
Wildlife
Fund
The
world’s
leading
conserva9on
organiza9on,
World
Wildlife
Fund
works
in
100
countries
and
is
supported
by
1.2
million
members
in
the
United
States
and
close
to
5
million
globally.
WWF's
mission,
the
conserva9on
of
nature,
is
a
natural
fit
for
a
partnership
with
AT&T’s
Samsung
Universe.
The
WWF
works
to
preserve
the
diversity
and
abundance
of
life
on
Earth
and
the
health
of
ecological
systems
by:
• Protec9ng
natural
areas
and
wild
popula9ons
of
plants
and
animals,
including
endangered
species
• Promo9ng
sustainable
approaches
to
the
use
of
renewable
natural
resources
• Promo9ng
more
efficient
use
of
resources
and
energy
and
the
maximum
reduc9on
of
pollu9on
The
WWF
• Has
a
loyal
following,
which
is
in
alignment
with
the
target
audience
for
the
Samsung
Universe
(people
who
care
about
the
environment
and
want
to
spark
change)
• Has
a
well-­‐established
social-­‐networking
system,
crea9ve
and
marke9ng
assets
5

6. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Strategic
Data
Partner
|
Xeko
Xeko
(pronounced
“zeeko”)
is
an
award-­‐winning
kids’
entertainment
brand
specifically
created
to
ins9ll
posi9ve
social
and
environmental
values
into
the
world’s
future
stewards
while
empowering
them
to
make
a
difference
today.
Xeko
encourages
players
to
“Game
for
Good”
by
playing
a
series
of
eco-­‐centric
games,
which
allow
them
to
earn
points
which
are
then
turned
into
funds
that
support
real
environmental
projects
around
the
world.
6

7. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Campaign
Concept|
Your
World.
Your
Call.
It’s
Your
World,
Your
Call.
Purchase
the
AT&T
Samsung
Universe
to
start
making
a
difference.
Addi9onally,
you
can
help
by
recycling
your
old
phone
in-­‐store
or
by
using
the
convenient,
postage-­‐paid
envelope
found
in
the
box
of
your
new
Universe.
Gi3
with
Purchase:
Ac9vate
a
$20
dona9on
to
the
World
Wildlife
Fund
in
your
name
when
you
register
on
the
AT&T
Samsung
Universe
website.
You’ll
also
receive
a
3-­‐month
membership
to
Xeko’s
“Gaming
for
Good”
Community.
Play
the
Xeko
Eco-­‐Adventure
game,
adopt
endangered
animals
and
earn
points,
building
your
Xeko-­‐
system.
The
more
you
play,
the
more
good
you
do,
as
points
you
earn
are
turned
into
addi9onal
dona9ons
to
the
World
Wildlife
Fund.
Purchase
Special
Content:
Reach
new
levels
of
the
game
to
unlock
special
eco-­‐centric
content
at
AT&T
MEdia
Mall,
where
you
also
have
the
opportunity
to
purchase
premium
eco-­‐
content.
Win
a
Safari
Trip:
Build
a
healthy
Xeko-­‐system
and
you’ll
be
entered
to
win
a
trip
for
4
on
a
guided
African
Safari
at
the
world
famous
Masai
Mara
Preserve
in
Kenya.
Campus
MovieFest:
The
winner’s
trip
will
be
documented
and
turned
into
a
short-­‐film
that
will
be
played
at
AT&T’s
Campus
MovieFest.
7

8. Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 8

9. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Promo9onal
Point
of
Sale
9

10. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Consumer
Ac9va9on
Once
the
customer
takes
their
Universe
home,
the
rela9onship
is
just
beginning
10
• The
Universe
box
is
made
of
plantable
seed
paper.
Just
by
plan9ng
the
box,
they
can
start
making
their
world
greener
• On
the
Quick
Start
Guide,
they’ll
find
a
graphic
symbol
which,
when
viewed
through
the
Universe,
will
show
an
Augmented
Reality
view
of
how
their
purchase
helped
the
environment
• Weekly,
the
Augmented
Reality
visual
will
change
to
reflect
a
greening
world
as
more
customers
join
the
AT&T
Samsung
Universe
movement
to
make
a
difference
• They’ll
also
be
directed
to
an
AT&T
Samsung
Universe
website
to
ac9vate
their
WWF
dona9on

11. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Sample
Augmented
Reality
Clip
11

12. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Eco-­‐Centric
Content
A
fun
and
engaging
online
mobile
game
con9nues
the
experience
by
enabling
customers
to
“Game
for
Good”
and
rewarding
them
with
eco-­‐content
12
• As
a
GWP,
customers
receive
a
3-­‐month
membership
to
Xeko’s
eco-­‐adventure
• As
points
accrue,
Xeko
contributes
to
the
WWF
• When
players
reach
new
levels,
eco-­‐
content
is
unlocked
on
AT&T
MEdia
Mall
• Premium
content
is
also
available
for
purchase
• Build
a
healthy
Xeko-­‐system
and
be
entered
to
win
a
trip
on
an
African
Safari
at
the
Masai
Mara
Preserve
in
Kenya.
The
trip
will
be
documented
and
turned
into
a
short-­‐film
for
AT&T’s
Campus
MovieFest

13. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Social
Media
Integra9ng
social
media
allows
the
customer
to
share
the
story
with
their
friends
13
• The
ini9al
WWF
dona9on
rewards
the
customer
with
a
virtual
badge
to
display
on
their
social
media
profiles
• As
customers
“Game
for
Good”
updates
on
their
ac9vity
(and
contribu9on
to
the
cause)
post
to
their
social
networks
• Updates
link
to
a
Facebook
Fan
Page
where
their
friends
can
learn
more
about
the
AT&T
Samsung
Universe

14. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Viral
Marke9ng
Fun
and
familiar
interac9ve
tools
spread
the
message
of
the
AT&T
Samsung
Universe
virally
• Customizable
eco-­‐themed
JibJab
videos
on
the
AT&T
Samsung
Universe
site
allow
customers
to
communicate
the
Universe
message
to
their
social
networks
• The
video
can
be
sent
to
Facebook,
MySpace
and
other
social
sites,
sent
in
an
email
or
embedded
in
a
blog
or
website
14

15. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Sample
of
JibJab’s
“Elf
Yourself”
15

16. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Public
Rela9ons
Buzz-­‐worthy
campaign
elements
create
awareness
and
invite
customers
to
join
the
AT&T
Samsung
Universe
Movement
• World
Wildlife
Fund
• Augmented
Reality
experience
• Gaming
for
Good
• American
Idol
Tour
9e-­‐in
– Recycle
phone
at
an
AI
concert,
take
home
an
Idol
(branded
t-­‐shirt
made
of
recycled
materials)
– T-­‐shirts
have
special
Augmented
Reality
message
from
the
Universe
on
the
back
– Bounceback
cards
made
of
plantable
seed
paper
drive
traffic
to
AT&T
stores
– Augmented
reality
displays
in
stadium
engage
aIendees
and
generate
buzz
– Street
teams
invite
aIendees
to
view
displays
through
Universe
phones,
demonstra9ng
how
they
too
can
help
green
the
world
16

17. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Fun
and
eco-­‐conscious
promo9onal
plantable
seed
boxes
generate
excitement
internally
at
AT&T
and
with
the
media
• VIP
promo9onal
package
made
of
plantable
seed
paper
• Inside
the
lid,
a
special
Augmented
Reality
graphic
illustrates
what
the
seeded
box
will
look
like
when
planted—flowers
and
greenery
springing
to
life
• Place
the
box
where
you
plan
to
plant
to
watch
your
garden
flourish
in
Augmented
Reality
• Strategic
“seeding”
of
bloggers
and
reporters
generates
PR
and
supports
the
eco-­‐message
for
AT&T
and
Samsung
VIP
Plantable
Seed
Boxes
17

18. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Training/Sales
Incen9ves
A
unique
and
compelling
sales
incen9ve
supports
the
eco-­‐
message
and
engages
reps
to
“Go
Green.
Get
Green.”
• Aqer
reps
complete
Universe
training
they
become
eligible
to
“Go
Green.
Get
Green.”
• Sales
earn
points
which
can
be
redeemed
for
giq
cards
to
businesses
that
support
sustainable
living
• Points
also
generate
entries
into
a
contest
to
win
an
exci9ng
eco-­‐expedi9on
from
the
World
Wildlife
Fund
18

19. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Strategy
and
Benefits
• Inspire
and
Generate
Buzz
with
AT&T’s
first
eco-­‐centric
device
• Incorporate
Eco-­‐Centric
Gaming
and
Content
Offers—building
on
the
green
message
and
crea9ng
addi9onal
purchase
opportuni9es
• Create
Synergy
by
partnering
with
the
World
Wildlife
Fund—
a
much-­‐loved
charity
with
a
loyal
customer
base
(aligning
with
the
Universe),
established
social
networks,
and
leveragable
marke9ng
assets
• Make
it
Easy
by
allowing
the
consumer
to
contribute
by
doing
something
as
simple
and
fun
as
gaming
• Let
them
Share
with
the
World
by
using
familiar
and
easy
social
media
tools
to
share
their
new
green
choice
(and
promote
the
Universe)
with
their
network
• Create
a
Community
through
ongoing
ac9vi9es
and
social
forums
• Provide
Rewards
as
customers
“Game
for
Good”
and
earn
dollars
for
the
World
Wildlife
Fund.
By
doing
good,
they
can
unlock
special
eco-­‐centric
content
and
poten9ally
win
a
dream
trip
to
Africa
19

20. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Universe
Campaign
Elements
Samsung
Universe
Campaign
Concept
Partner-­‐
ships
Promo9ons
Consumer
Ac9va9on
ARPU
Drivers
Social
Media
Viral
Marke9ng
Public
Rela9ons
VIP
Seeding
Training
/
Sales
Incen9ves
20

21. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Universe/AT&T
Objec9ves
Alignment
21
AT&T
Green
IniPaPves
Samsung
Universe*
Meets
AT&T’s
GREEN
GOALS?
Significantly
Reduce
Packaging
One
United
Package
Recycled
Paper
Reduced
Size
&
Weight
w/o
vinyl
coa9ng
YES
Non-­‐Petroleum
Based
Ink
Soy
Ink
YES
Reduce
Printed
Materials
Paperless
UG
Increase
Use
of
Recycled
Paper
BOX:
80%
Recycled
Paper
MANUAL:
20%
Recycled
Paper
YES
Free
of
BFR
and
PVC
BFR
FREE
PVC
FREE
Beryllium
FREE
Phthalate
FREE
An9mony
FREE
YES
>
65%
PCM
Materials
70%
PCM
YES
Efficient
Charging
Solu9on
STANDBY
POWER:
0.03W
ENERGY
EFFICIENT:
>75%
PVC,
BFR,
BERYLLIUM
FREE
YES
Provide
Eco-­‐Applica9ons
to
Promote
Awareness
ECO
AUI
ECO
Mode
ECO
Calendar
ECO
Walk
ECO
Games
YES
*Subject to change as product develops

22. Samsung
Electronics.
All
Rights
Reserved.
Confiden9al
and
Proprietary.
Thank
You
22