Campanie
General Information:
Strategic approach:
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Gaming is to Gen Z what TV was to Gen X: a consuming passion whose heroes, iconography, rituals, and slang define their generation. Much like TV was for previous generations, gaming is also something of a tension point in the family. Parents don’t really understand it and, because of that, they tend to dislike it. The long-term challenge for Samsung as a world leader in smartphones is to capitalize on the extraordinary interest for gaming among Gen Z. In order to do that, Samsung has to appeal to both end-users (kids) and their gate-keepers (parents). Gaming – the next marketing gold-rush 18% of Romanians are actively involved in gaming, and the local gaming industry is estimated at USD 130 mil with a 2 digit yearly growth (Statista, June 2020). The top Romanian gamer is ranked 31st in the world and is worth USD 2.2 million at the age of 24 (www.esportsearnings.com). Sprite, Vodafone, Orange, BCR, Pringles, KFC, Pizza Hut, TP-Link, Lenovo, Philips, ASUS, Logitech, Playstation, Red Bull, PC Garage, Huawei, Penny, Red Bull have all been sponsors of the latest Bucharest Gaming Week. Marketing-wise, gaming looks like the next Gold Rush. Smartphone – the device at the heart of the gaming phenomenon Samsung does not sell games or gaming consoles. But it is the world leader in sales of the most popular gaming device ever: the smartphone. It is, therefore, a key goal in Samsung’s long-term strategy to establish a foothold in gaming and a strong connection to gamers. For this purpose, Samsung had been using its Play On with Samsung platform for gaming activations. Problem – a Gen Z phenomenon with Gen X gate-keepers Gaming is to Gen Z what TV was to Gen X: a consuming passion whose heroes, iconography, rituals, and slang define their generation. Much like TV was for previous generations, gaming is also something of a tension point in the family. Parents don’t really understand it and, because of that, they tend to dislike it. The Marketing Challenge The long-term challenge for Samsung is to capitalize on the extraordinary interest in gaming among Gen Z. In order to do that, Samsung has to appeal to both end-users (kids) and their gate-keepers (parents). Truth be told, there are plenty of Millennials among gamers. But the core group driving this global mega-trend are Gen Z kids and teens. It’s their culture that inspires gaming content, it’s their energy that drives e-sports tournaments, it’s their skill that is winning millions of dollars in trophies, it’s their ethos that’s driving the gaming subculture. Gaming is their game. It is almost impossible to gauge the immensity of gaming from the outside. Think world football with all its history, heroes, teams, legacy, rules, championships. Now multiply that by a dozen or more because there are at least a dozen multiplayer games that are just as rich in history, heroes, legacy, rules, teams, tournaments, and slang as football. But, unlike football, these games are being played by hundreds of millions daily, for hours at a time. And mostly on smartphones. The purpose of Play On with Samsung platform is simply to allow the mother brand to engage with gamers and establish a connection. For this project, our main goal was to build a bridge between generations, to break down the conversational barrier, and to help gamers become easier to understand among the older generation. For Q4 2020, the budget for Samsung Play On was 13.4k EUR (10k production and 3.4k media), and our objectives were to generate 1 million reach and a 7% engagement rate. |
Execution:
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