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The Fall marketing campaign for Samsung’s new Series 6, 7, 8 and 9 HDTV models.

Samsung Fall 2008 “Game Time”

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Flip the coin! Blow the whistle! Kick-off!

It’s Game-time!

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Contents

Consumer Marketing Overview/Fan Passion.......................................................................................................................3 TV Ad Campaign .....................................................................................................................................4 Print Campaign......................................................................................................................................9 Online-Microsite plan.....................................................................................................................10 Marketing/Super Ad ........................................................................................................................13 Media Plan.............................................................................................................................................15

Dealer Marketing/Retailer Tool Box Overview/Dealer Marketing........................................................................................................17 Retailer Video .....................................................................................................................................19 Ad Templates ......................................................................................................................................20 Images ....................................................................................................................................................24 In-store Video ....................................................................................................................................31

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OFFICIAL HDTV


“No shaving on game day...that’s how I see it.” Aidan M., Tucson

That’s how I see it.

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Consumer Marketing: How we sell Samsung

“That’s how I see it” is the new Samsung marketing platform with the NFL. It’s a simple insight that taps into each fan’s unique passion for the game. It’s also about Samsung’s passion for making football come alive in our new line-up of HDTVs. “That’s how I see it” extends right to the sales floor where a passion for football, Samsung and selling come together into one conversation between your sales associates and the customer. How we see the play on the sales floor 1. Talk football. Create a positive mood by talking about the home team. No selling, just football. Casually drop in the Samsung line, “That’s how I see it.” 2. Steer it to Samsung. Talk about the new ads. “Have you seen the one with the father and son...or the guy in the basement?” 3. Ask, “How do you see it?” Relate a personal game time strategy and ask about the customer’s. Now you’re talking about watching football on TV. 4. Switch it on. Seeing is believing and the super crisp action on Series 8 LCDs will not disappoint. If a football game is on, you’re in luck. 5. Tech talk. Point out the Auto Motion Plus 120Hz™ blur reduction technology and InfoLink™. 6. Touchdown! You’ve got the ball. Adrenaline rush. Close the sale. Extra point. Finish up with accessories, delivery details, installation, extra warranty. And don’t forget, tell the customer to invite lots of friends over to see the NFL on a Samsung HDTV.

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TV commercials/Online movies: The fans are the stars

These are real stories of real fans, each with a unique appreciation of the NFL and Samsung. The 30-second commercials will drive consumers online where they can see expanded, documentary-style two-minute versions. The originality of the stories is matched by the crisp beauty of the film. The Director of Photography, Gale Tattersall is known for his work on the FOX hit, House. All of the spots will be available on Blu-ray for demo

“Manhood” is about a whole new generation of football excellence and passion. The action depicts an important rite of passage for a young football fan. His dad makes the moment even more special by unveiling the new generation of Samsung HDTV. It’s a whole new game. Online, we follow an ordinary child’s journey to his football destiny: passionate, helmet-wearing Minnesota Viking fan, just like dad.

in 1080p.

“Ted74” is a champion fantasy football player. His secret weapon? The technological advantages in his new Samsung. Features such as real time, on-screen sports updates enable Ted74 to outclass the competition. The online documentary delves deep into the fascinating mind of a fantasy football genius. “Yeller” tells the story of not so identical twins. They watch the same football game, but in entirely different ways. This spot makes a simple point: no matter “how you see it,” Samsung’s crisp motion clarity gives you the best seat in the house. Online, we learn that the twins were technically born on different days and have different astrological signs. “Design” is still in production. Details will be available when the spot is completed. Production fact: The new campaign was shot specifically for 1080p with the cutting-edge Red One camera. The Red One was created by Jim Jannard, founder and CEO of Oakley, known for its sunglasses. It has a vastly superior recording quality versus standard professional equipment. It captures 5 times the amount of information per second.

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Samsung NFL “Manhood”

We open on a father addressing the camera.

Cut to father mounting a new Samsung Series 8 on his den wall. His young son curiously peeks in.

Cut back to father talking to camera.

Cut to the boy’s father presenting his son a viking helmet.

The father triumphantly places the helmet on his son’s head.

The boy then turns on the Series 8 for the first time.

BOY: Whoa!

FATHER: Time to grab manhood by the horns.

Cut to the reverse angle. The father and son are watching a Minnesota Vikings game on the new Series 8.

FATHER: The NFL. That’s how I see it.

FATHER: It’s a big moment in every boy’s life. It’s a rite of passage really.

FATHER: When you can look him in the eye and you know. He’s ready.

The scene transitions to the beautifully designed Samsung Series 8. A close Viking’s play is on screen. VO: The new Samsung Series 8.

Camera pulls out. The portfolio of Samsung HDTVs fill screen.

Cut back to the ellipse circling the moment. VO: imagination lives.

Scene transitions to Samsung/NFL logo lockup. Cut to website: samung.com/HowISeeIt

VO: When you connect to a whole new generation of television,

VO: See their whole story at Samsung.com

5 All on screen images in storyboards are not final teams or images. Images are not approved and should not be duplicated or passed along. Final approved microsite will go live on 8/25/08.


Samsung NFL “Ted74”

We open on non-athletic man talking to camera.

Cut to Ted working.

Cut back to Ted talking to camera.

TED74: I think 5 straight championships pretty much speak for themselves.

Show Ted in front of several Samsung Series 8 HDTVs. TED74: Every Sunday, this is my playing field and I am the ultimate gridiron warrior.

TED74: The NFL. That’s how I see it.

The Series 8 plays a dramatic NFL play on screen. VO: When you get real time sports updates right on your TV,

TED74: The Paducah Palookas, the Howler Monkeys…none of them were any match for me.

Pull out to reveal — this is taking place in his basement sanctuary. His wife is working on her bike, about to go out for a ride.

Ted focused on his fantasy football team. TED74: Leave me alone.

WIFE: Ted, are you even going to go outside today?

Cut to the beautifully designed Series 8. An ethernet cable plugs into the back cueing InfoLink.

The Series 8 rotates and reveals the weather and sport widgets.

Cut back to the ellipse circling the moment.

Scene transitions to Samsung/NFL logo lockup.

VO: imagination lives.

Cut to website: samung.com/HowISeeIt

VO: The new Samsung Series 8 with InfoLink.

VO: See Ted’s whole story at Samsung.com

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All on screen images in storyboards are not final teams or images. Images are not approved and should not be duplicated or passed along. Final approved microsite will go live on 8/25/08.


Samsung NFL “The Yeller”

Open on identical twins in their twenties, Chuck and Dave, addressing the camera.

Cut to the twins watching the game. Chuck sits idly by as Dave screams at the TV.

CHUCK: We’re twins, obviously, so we do most everything together…including watching football.

DAVE: INTENTIONAL GROUNDING! INTENTIONAL GROUNDING! AW, C’MON!

Dave continues to scream at the Samsung Series 8.

The Samsung Series 8 shows a player fumbling the ball.

DAVE: MAYBE YA SHOULD THINK ABOUT TACKLING THE GUY?!

DAVE: HIS KNEE WAS CLEARLY DOWN!

CHUCK: You just have to learn to cope somehow.

Cut to the beautifully designed Series 8 television. A close play is seen in perfect clarity.

Chuck puts in earplugs. Dave continues to scream, but now both he and the TV are almost completely muffled.

VO: The new 120 Hz Samsung Series 8.

CHUCK: Like most twins we’re not exactly the same. You see...Dave is a Yeller...

DAVE: THAT AD IS SO NOT FUNNY!

Camera slowly drifts into the Series 8.

CHUCK: The NFL. That’s how I see it.

You see in clear detail the ball crossing the plane of the goal line.

VO: imagination lives.

Scene transitions to Samsung/NFL logo lockup. Cut to website: samung.com/HowISeeIt

VO: When motion clarity means everything,

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VO: See their whole story at Samsung.com

All on screen images in storyboards are not final teams or images. Images are not approved and should not be duplicated or passed along. Final approved microsite will go live on 8/25/08.


Samsung NFL “Ted74”

Samsung NFL “The Yeller”

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Fan stories, immortalized in print

There’s no substitute for ink on paper. Bold, eye-catching visuals. Engaging, original stories. And of course, stunning photos of the new Touch of Color designs. Like the TV, the print will invite consumers to a rich, detailed online experience.

Samsung NFL “Manhood”

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That’s how I see it: Online

The microsite, www.Samsung.com/HowISeeIt, is a fully interactive experience where users can have some fun with the new Samsung 850. Plus, there are viral videos with NFL players, free celebrity phone calls and fan documentary films. Everything on the site is geared to bring the customer one step closer to the dealer. Play with the TV By using an onscreen Samsung remote, users can sample a variety of views and perspectives on the new Samsung 850. Including real time InfoLink RSS feeds, courtesy of USA TODAY and the Samsung Content Library. “That’s how I see it” Films The TV commercials offer a 30-second look at our original, football loving characters. Here, the expanded 2-minute versions go further into their heads and their relationships with friends and family members. They are big fun. Offensive Advisor Samsung has partnered with top celebrities and NFL stars to produce a series of viral videos. The celebrities talk about “how they see it.” They’re definitely worth sharing. Defensive Helpline Fans can generate phone calls from celebrity voices to spouses, friends and relatives. Each call will encourage the listener to go out and purchase a Samsung HDTV for the fan. These humorous, personal calls from famous people are sure to generate some laughs...and some conversations about buying a Samsung.

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Samsung NFL online

1 Screen captures from the Samsung microsite are representative of a site that is still in development. Images are not approved and should not be duplicated or passed along. Final approved microsite will go live on 8/25/08.


Samsung NFL online

1 12 Screen captures from the Samsung microsite are representative of a site that is still in development. Images are not approved and should not be duplicated or passed along. Final approved microsite will go live on 8/25/08.


Super Ad: From a truckload of stories, one champion

“That’s how I see it” hits the streets. For the first time ever, NFL Films will capture the stories of the fans and their passion for watching the game at home. Their TV football watching techniques. The pre-game snack tray scramble. Reclining chair vs. deep pillowed couch. The menus, the halftime stretch and more. The stories will be filmed inside a custom, mobile studio which will visit retail stores and ten NFL games. The best stories will be posted on NFL.com and consumers will vote for their favorites. The winner will star in a professionally produced commercial to be seen by tens of millions of people on Super Bowl Sunday. Event fact: The truck is actually a custom trailer crewed by a team from NFL Films.

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2008 Fall season media placement

program integration

microsite

events

print

social networking

retail

in-stadium

national TV

viral marketing

radio

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The media mix: Traditional and new

September kick-off.

Traditional TV and print will deliver huge reach. Nontraditional venues such as online, social networking, viral video and branded entertainment will make sure that the power of the idea connects with consumers wherever they happen to be.

The media plan is like a well executed football play. It’s intricate, but the result looks so simple. The objective: throughout the season, surround the consumer with a constant 360 degree delivery of “That’s how I see it.”

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Samsung Series 7 Plasma HDTV

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Dealer Marketing: Samsung and the NFL have set it up. Bring it home.

Through a partnership with the prestigious Getty organization, we’ve created a state of the art digital asset system.

This is the third consecutive year of Samsung’s exclusive sponsorship with the NFL. It’s a logical partnership. Samsung knows that a fast, intricate football play is the ultimate proving ground for features such as advanced motion blur reduction. And the NFL appreciates Samsung right back, by embedding us into the league infrastructure. All 32 teams use Samsung HDTVs in the coaching booths to make critical, on-field decisions.

Simply log onto the new site: www.samsungeasyads.com We’ve consulted with advertising production professionals to ensure that this system is highly functional, intuitive and efficient. The people who assemble your ads will appreciate the upgrades we’ve made. All final materials are subject to approval by Samsung and the NFL.

Football fans like what they see, and they’ve helped make Samsung the #1 selling HDTV brand in the U.S. Now it’s time to pay the fans back. With a campaign about their passion. The multi-faceted consumer campaign sets the stage. To help the dealer continue the conversation and close the sale, Samsung is delivering more assets than ever before.

The site includes: • Turn-key print ads where you simply drop in your logo. Or modify existing ads as needed. • Individual photos and logos that you can use in local ads and weekly circulars.

We’ve hired 7 NFL players from 7 different teams. Put them together, and you get the national scope and impact of the NFL. They’re in TV commercials, print ads and promotional materials. All ready to play. For the first time ever, Samsung is even providing select images that you can crop and edit.

• Modular 30-second TV ads which can include up to 15-seconds of dealer copy. • 2-minute in-store videos that will captivate customers with key Samsung features as well as engaging comparisons of player and fan perspectives on the campaign idea, “That’s how I see it.”

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Daniel Graham Tight End, Denver Broncos

Brad Smith Wide Receiver, New York Jets

Darren Sharper Strong Safety, Minnesota Vikings

Bart Scott Linebacker, Baltimore Ravens

Arnaz Battle Wide Receiver, San Francisco 49ers

Ben Watson Tight End, New England Patriots

Amani Toomer Wide Receiver, New York Giants

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Retailer TV: Meet your team

Real NFL players drive home the authenticity of the Samsung sponsorship of the NFL. You have full access to game footage for retailer-produced, Samsung themed ads, all shot specifically for 1080p that can be converted for broadcast. Fast track your TV production with this ready to use footage. Customize your ad with one of three combinations. :25-second spot with :05 second retailer tag :15-second spot with a :15 second retailer spot :15-second spot: 10-second retailer spot/:05 second spot

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Dealer Ads: Your tie - in to the national campaign

The basic layouts have been pre-approved by the NFL. Simply insert models, prices, logos and the ads are ready for a quick, final approval.

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Getting Started

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Individual photos for tactical print

This is an unprecedented investment by Samsung in NFL licensing, including league, teams and individual players. Samsung offers a whole new way to use NFL photos this year. Single shots exist in layered Photoshop files, so you can pick and choose your players. Some images can be cropped and inserted in other materials, allowing you to be creative with the campaign. For example, you can select a single player photo and have his head pop out of a TV set. Some line-up shots cannot be cropped such as 49ers vs. Giants and Patriots vs. Giants. All layouts are subject to final approval.

This image can not be cropped.

All images can be found on www.samsungeasyads.com and on the Launch Kit discs.

This image can not be cropped.

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Getting Started

An estimated 45 million people see an NFL game every week. But less than one million see it in person. Samsung NFL 1 HRes.eps

Samsung NFL 2 HRes.eps

The rest, from the most casual fans to the most rabid, watch it on TV. And now Samsung, the company that’s always given fans an unrivaled NFL experience, introduces the next generation of our Touch of Color HDTVs – the Series 8 LCD HDTV. The Series 8 takes all of the groundbreaking design and technology of the Series 7 (color-infused bezel, etc.) to a whole new level. It’s the coolest, most stylish wayNFL to 3for fans to follow their favorite NFL team. Samsung HRes.eps

Samsung NFL 4 HRes.eps

Samsung NFL 5 HRes.eps

Samsung NFL 6 HRes.eps

OFFICIAL HDTV Samsung NFL 10 HRes.eps

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Samsung NFL 37 HRes.eps (light version)


Samsung NFL 11 HRes.eps

Samsung NFL 12 HRes.eps

Samsung NFL 13 HRes.eps (dark version)

Samsung NFL 14 HRes.eps (light version)

Samsung NFL 15 HRes.eps

Samsung NFL 16 HRes.eps

Samsung NFL 20 HRes.eps

Samsung NFL 21 HRes.eps (light version)


Getting Started

An estimated 45 million people see an NFL game every week. But less than one million see it in person. Samsung NFL 22 HRes.eps

Samsung NFL 23 HRes.eps (dark version)

The rest, from the most casual fans to the most rabid, watch it on TV. And now Samsung, the company that’s always given fans an unrivaled NFL experience, introduces the next generation of our Touch of Color HDTVs – the Series 8 LCD HDTV. The Series 8 takes all of the groundbreaking design and technology of the Series 7 (color-infused bezel, etc.) to a whole new level. It’s the coolest, most stylish wayNFL to24 for fans to follow their favorite NFL team. Samsung HRes.eps (light version)

Samsung NFL 32 HRes.eps

Samsung NFL 33 HRes.eps

Samsung NFL 34 HRes.eps

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Image: Crowd Cheering Image #: 200011346-001 Source: Getty Usage: Print, outdoor, FSI Image: Hand on ball Image #: 78595157 Source: Getty Usage: 1yr 5/15/08-5/15/09 over 1 million USA only Image: 49ers v Giants Image #: 77436524 Source: Getty Usage: 1yr 6/10/08-6/10/09 USA only: Collateral, print & web Image: Football on grass Source: Supplied by NFL Usage: Season yr 2008-2009 Image: Couple with remote Image #: 42-17693072 Source: Corbis Usage: Royalty free Image: Father/sons cheering Image #: 42-15208900 Source: Corbis Usage: FSI up to 1/8 up to 5,000 1yr 7/15/08-7/15/09 Image: Touchdown referee Image #: SP000199 Source: Getty Usage: Royalty free Image: 30 football images Image #: 1, 2, 3, 4, 5, 6, 10, 11, 12, 13, 14, 15, 16, 20, 21, 22, 23, 24, 32, 33, 34, 37 Source: From NFL shoot in LA Usage: Unlimited usage, unlimited rights for 2 years

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In-store videos: The campaign continues

The in-store videos add depth to the campaign by introducing new characters at home, watching the NFL. Some of the videos feature NFL players who talk about their personal game strategies and techniques.

“That’s how I see it” is presented in a series of 2-minute videos. While the TV commercials tell stories, these work differently. They are designed to engage the customer in the store with short visual bursts.

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“Stadium seating in my basement...that’s how I see it” Johanna H., Miami

That’s how I see it.

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imaginationlives

NFL Launch Kit  

Dealer kit to promote launch of Samsung/NFL partnership.