MEDIA-I: Mamasans help drive mobile sales

GUANGZHOU: Korean manufacturer Samsung is claiming that sales of

its A288 dual folder mobile phone have climbed in Guangzhou following

the launch of a customer relationship marketing campaign, which

identified mamasans (bar hostesses) as the key drivers of sales.

FCBi created the pilot campaign, which is credited with driving sales up

by 185 per cent and doubling Samsung's consumer data.

The agency's regional director, David Crane, said: "It was interesting

that we found the key influencers to be mamasans who work in karaoke

bars in Guangzhou. This helped the client identify its key group. We

also know that the phones were most appealing to young couples so we

used the 'Sun and Moon' theme.

"What was encouraging was that the store dealers wanted to take part in

future promotions."

The campaign used the Sun and Moon creative, similar to the ying and

yang concept, to represent a man and woman; the aim was to position the

phone as a "vehicle for lovers".

The 10-week promotion also offered a series of premiums and incentives

to help drive sales.

"Samsung is taking the internet seriously and this is the first time it

did any CRM in the region. The mobile market in China is huge and there

is a lot of competition because companies are also competing with store

outlets. The focus of this campaign was a return on investment. The

success of the campaign means that it could be rolled out in other areas

in the future."

FCBi tested various media and set up a 'virtual' sales force to develop

incentive programmes.

Samsung China senior marketing manager, G I Yoo, said: "Samsung is

committed to enhancing the relationship with end consumers. With the CRM

approach, Samsung can better understand their needs, and provide them

with excellent products and more personal services.

"The pilot campaign will be a valuable learning experience for the

future direction on our consumer customer relationship management

programme development in the Greater China region."