The Challenge: The Art of Fun
In our daily wave of work, we received a new brief about the launch of the MAX-DX75 (76 & 79) music system. This new mini component promised to be the next center of fun. It played music, showed great design, and was ready to connect with other devices like microphones (semi-karaoke), USB host, HDMI out for TV, and Virtual Surround Sound for movies and video games. The whole party was packaged in a state-of-the-art black box designed for multimedia seekers — the cool young people. It was the most advanced entertainment system to date.
The Campaign: Fun in Each BeatThe strategy and the media planning included ATL and BTL such as prints, outdoors, pop, cross promotions and activations at different points along the most important cities in Mexico. The first thing we did was look at the concept. We baptized the MAX with the name U-Beat: imagine fun in each beat. The art direction was based on the concept that the wire was the magic connection to a world of entertainment possibilities.
The Launch: Summertime RockThe U-Beat was launched with a 360º campaign in midsummer 2007, the right time to attract young people looking for fun. The activities included a big launch on the stage of the Mexico City Hard Rock Cafe with a live band, to the U-Beat Man Tour, with shows at universities, dance clubs and shopping malls. We also advertised with press and magazine ads, POP materials, interactive CDs and banners.
The Results: Top Ten Success
According to the information given by the Audio & Video division, the U-Beat broke all previous sales records. Thanks to the U-Beat, the whole division had great sales growth: the number of sold units in sound systems went from 3,785 in 2006 to 12,206 in 2007, a 222% sales increase.
This is an example of how things can work if both halves of the team, the Samsung Marketing Staff and the Cheil Communications Mexico Team, come together with the same spirit of success.
Carlos Sandoval
Creative Director
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