Acceleration

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SAMSUNG GERMANY

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CHALLENGE

Turn lagging Samsung into absolute leading TV brand 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 like 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.

Our main contribution has been to design and lead a strategic “moon” project. Based on deep analyses, we articulated in all possible details all the gaps and underlying metrics resp. drivers between Samsung and leading brand Philips, in terms of marketing, sales, communications and operations. We designed laser focused plans to tackle all those major gaps. We translated into creative programmes and organisational adjustments, packing all efforts under one hero programme called [2:1] (“Korea beats NL”)  in the final stage.
“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 !

 

Extremely quick agile execution and emotional leadership were also crucial in getting all stakeholders make things like never before and outbeat massive competition.

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IMPACT

In less than 3 years to Nr1 from Nr5, with a skyrocketing brand awareness and dealer recommendation rate. Building a 500M€ business from 170M€.

 
 

 

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