MKT 3151 Creative Advertising Project: Samsung Galaxy S10 Brief

This assignment presents a creative brief for a Samsung Galaxy S10 advertising campaign designed for the Dubai market. The project aims to position Samsung mobiles as high-quality products at reasonable prices, targeting a medium to high-income demographic aged 15-50. The brief outlines the project overview, proposition, background, objectives, target audience, and competitive analysis. It also includes a detailed timeline, budget of AED 10,000,000, and required marketing assets such as email templates, social media posts, website design, and print materials. The campaign's objective is to increase Samsung's market share in the UAE by highlighting the value proposition of the Galaxy S10, differentiating it from competitors like iPhone X and Huawei, and focusing on the 'Features that are worth your money' concept. The project also covers the sales promotion plan for the year 2019-20 with a budget of AED 10,000,000.

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

Assets required on continuous page.
Marketing Assets
Delete lines if not required. Please provide logos or photos if need to be incorporated into the
assets.
Asset
Dimensions:
Width &
Height
Required Copy:
Taglines, slogans
Due date/
Priority:
Email:
Email template
Email image
header
Email asset
image
Social Media:
Facebook image
post
Facebook link
image
Facebook
carousel
LinkedIn Image
Post
LinkedIn Link
Image
Twitter post
Instagram
Google+
Pintrest
Website:
Webpage design
Web banner
Web assets
Print:
Booklet A4/A5
Flyer A5
Poster A2/A3
Exhibition Banner
Magazine Advert
Business card
Newspaper
Merchandise:
CREATIVE BRIEF

Pens
Bags
Other:
Logo
CREATIVE BRIEF