Product category:
Integrated marketing
News Release from: Arc Worldwide | Subject: D840 campaign
Edited by the Marketingservicestalk Editorial
Team on 09 March 2007
Arc promotes D840 as ultimate travel
accessory
Arc UK has created an in-store, online, press and internal communications campaign for Samsung's D840 under the strapline 'The Ultimate Travel Accessory'.
Arc's campaign will see customers who choose the D840 phone given Samsung-branded Time Out European city guides and will run exclusively in Orange stores across the UK The Time Out Shortlist guides to Rome, Prague, Barcelona and Paris will be given away with each D840 purchase and customers will also have the chance to win a city break to any one of the destinations
Orange call-centre staff will also be incentivised to promote the phone with those who sell the most winning a D840 phone, GBP100 Last Minute.com voucher or Time Out guide and bottle of champagne.
To capture the cosmopolitan feeling of the phone, a lively photomontage of the four cities' skylines appears across all creative from press and online advertisements to point-of-purchase display and specially designed packaging in the style of a suitcase.
The phone will be showcased in every Orange store by a prominent window displays where the phone will be presented alongside the four European city guides on a clear Perspex plinth to highlight the silver handset's stylish design.
Arc managing director Mike Spicer said: "The mobile market is fiercely competitive and with so much choice it can be hard for customers to differentiate one phone from another, so by tying in with Time Out City Guides we are emphasising the phone as the ideal travelling companion and providing a compelling reason to buy." Samsung channel marketing manager Anne-Sophie Frenove said: "D840 is part of the Samsung Ultra edition of sleek minimalist designs - it is stylish and sophisticated and the promotional campaign that Arc has designed is sure to appeal to our target demographic of successful jetsetting professionals.".
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