Acceleration

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SAMSUNG GERMANY

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CHALLENGE

Turn weak Samsung into uncontested TV leader in Germany.
When we took over in 2006 the Samsung TV business, the Korean brand was a weak Nr.5, unpopular in consumers and retailers hearts, unlike Philips, Sony and local stars.
We took the challenge to accelerate like never before and ultimately break Philips dominance. Massive resistances on all sides made that sound impossible to all.

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SOLUTION

Design and lead a 360° fact-based creative programme to onboard all stakeholders in an exciting journey.

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“2:1 Korea beats NL” ’06 worldcup special growth programme with fact-driven agile plans, huge creativity, inspirational drive on teams & dealers and soccer stars’ wives !

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IMPACT

In less than three years to Nr1 from Nr5, with a skyrocketing brand awareness and dealer recommendation rate.

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