Samsung Galaxy S10: High Quality Features at Reasonable Prices

Creative Brief
Project
Title: Samsung Galaxy S10
Job Number:
Author:
Deadline: June 30, 2019
Project Overview
Summary
This project is aimed at portraying Samsung
mobiles as being a brand that offers high quality
features at reasonable prices. This is an idea that
would help people make purchasing decisions
based on quality, and not just on the basis of
high prices.
Proposition
Who is it for? Why do it now?
How does it help? What it is
going to solve? What makes this
idea unique?
This is aimed at people who have a medium to high income,
and have a necessity to have a high end smart phone.
Our product is based on high end innovative technology in
the market, that comes at a reasonable price, unlike our
competitors, who provide more or less same features at a
higher price. Our product provides for the best quality
smartphone camera in the market at a cheaper price, which
makes us unique.
Background
Provide relevant information
about why this project is needed
and what is the purpose of the
project. Give any relevant
reference to what has been
done previously, what has
worked well and what hasn’t.
Samsung shares a 41% market share in UAE, the
highest amongst mobile vendors in the country
(StatCounter Global stats 2019). The ad campaign is
aimed at increasing this for higher profitability.
Objectives
Explain the challenge or
problem that is attempting to
be solved and what is the
desired outcome of the project.
The key take away from this ad campaign would be
that to maintain a standard in the society, people do
purchase a selective lot of items. However, these
decisions are based on the prices, and often not on the
quality and rationale. Therefore, one must be able to
differentiate and get their money worth, by choosing
Samsung over the overpriced alternatives. This is
indirectly aimed at iPhone X, with the big idea,
“Features that are worth your money."
Target audience
Describe who the project is
trying to reach. Explain who
they are, what are their
problems and aspirations. Also,
decide what actions are
required from the target
audience.
The target audience for this ad campaign would be
people belonging in the age group of 15-50 years, with
an annual family income of AED 18,000.
This section of the population have a respectable in the
society, therefore, striving to keep that standard with
the purchases they make. This is also the section of the
population that would be able to afford a Galaxy S10,
as it can be inferred from their annual family income.
CREATIVE BRIEF

Competition
Give information about what the
competition are doing in this
space currently – what have
they done well and what
haven’t they done well.
The competition that exists in the market
involves the IPhone X, Huawei and Asus. They
have either high end technology at higher prices
than Samsung, or a technology that is
incompatible with Samsung, at a lower price.
Timeline
Provide a detailed timeline of
when the creative project needs
to begin and when all assets are
required, ensure sufficient and
realistic time for all elements
required to be created.
The project needs to begin by July 1st of 2019,
with the big idea being formulated by the 10th of
July. The media buyers and publishers have to be
confirmed and signed by 26th of July. By June 30,
2019, the campaign should successfully come to
an end.
Budget
Give details of the total budget
available for the creative
project and what this needs to
cover.
The total budget for this is AED 10,000,000,
which would include media buying, creating the
ad, publishing, celebrity endorsements, and all
sorts of logistics.
CREATIVE BRIEF