Samsung printers are the new kid on the block in the hugely competitive print marketplace. But as a super savvy Korean company, when they make plans to break a new category they inevitably achieve it. Samsung is now the fastest growing A4 laser manufacturer in the UK.
The key challenge they always come up against is the dominance and conventional wisdom that says “Buy HP”.
We tackled this head on by suggesting to IT buyers and the channel that it was time to throw away their HP “comfort blanket” and take a look at Samsung.
We created a teddy bear icon to represent the comfort blanket theme and named him Harvey Pickles as a subtle dig at HP .
As part of the activation plan we created several channel and end user promotions, eDM, online advertising, micro sites, banners and internal awareness tools as well as giant Harvey Pickles teddy bears that were delivered to each of their key channel partners as well as some basic social media activity.
