Malaysian Media Awards Winners Showcase

Challenge
Samsung wanted to be positioned as the #1 Android smartphone in the market, along with being a purchase consideration when the new iPhone launches. In 2011, Samsung launched 4 different smartphones. Besides positioning Samsung as the #1 Android smartphone, our task was to differentiate Samsung in various smartphone segments.

Solution
Before the launch of Galaxy S2, Google Trends showed a spike in searches on the device – people were curious about the phone. Also, the imperfect iPhone design (poor battery performance and reception, fragile screen, etc.) made users search online for new smartphone considerations. This gave us the opportunity to leverage on SEM to capture potential customers for the Samsung Galaxy S2.

Execution
The SEM campaign was designed based on the key insight of people searching for smartphones as well as users researching on iPhone’s flaws and cons. To manage internal clash amongst Samsung models, we segregated the search ads based on screen size and price range. This allowed us to craft our search ads accordingly and to point out purchase considerations that Samsung smartphones are far more superior over iPhones and other android rivals.

Results
We implemented Sitelinks on ad copies where all four models were displayed – resulted a high CTR of 8% (low CPC US$0.11). Models were differentiated with pricing and screen sizes in ad copy. Samsung’s aggressive campaign placed Galaxy S2 ads among the top three for iPhone 4s searches.