After an agency review, Samsung North America retained BBMG in fall 2009 to help unify its CSR communications strategy and develop unique, compelling CSR campaign concepts and related content. Using its immersive approach, BBMG’s interdisciplinary team of strategists, planners and creatives met Samsung’s challenge in less than four months.
After planning sessions with core internal stakeholders, we performed a comprehensive landscape analysis of the competitive set. We performed a gap analysis of the current CSR framework. We facilitated several naming/positioning/ideation workshops to assist with development of the creative concepts. And we coordinated with existing agencies of record (advertising, PR, branding and digital firms) to ensure that our work was closely aligned with ongoing communications efforts.
The global brand anthem is “Turn on Tomorrow,” and it soon became obvious that our work should focus on helping children live, learn and grow for a better tomorrow.
BBMG created and recommended a new platform to unify Samsung’s CSR efforts in North America. The CSR platform (and related content) was quickly adopted and Phase One was unveiled at the company’s most recent Four Seasons of Hope Gala.
We also concepted, developed and presented several highly original CSR programs and related marketing campaigns (the one pictured here is not moving forward). We identified and preliminarily vetted potential partners for these programs, and we brokered select introductions for the ideas that are in development.
Samsung is now effectively positioned to build on and communicate its CSR commitment to North American stakeholders.