OnBD with ALF Samsung's Benjamin Braun on the Olympic sponsorship and minimax marketing
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Sep 11, 2024 Benjamin Braun, Chief Marketing Officer at Samsung Europe, shares insights from his extensive background in digital transformation and creative marketing. He reveals how gifting gold phones to Olympians enhanced Samsung's visibility, resulting in a 23% demand spike for the Flip 6. The discussion dives into innovative products like foldable phones and AI-enabled ovens, emphasizing user-centric design. Braun also explores the balance between premium and affordable tech while highlighting the future of AI in marketing strategies that prioritize minimal resource use for maximum impact.
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Samsung's Olympic "Hack"
- Samsung gifted 17,000 special edition gold phones to Olympians and Paralympians.
- This clever "hack" led to a 23% increase in demand for Flip 6 phones.
The Grateful Olympian
- Most Olympic athletes aren't wealthy and appreciate valuable gifts.
- This makes them excellent brand ambassadors with genuine enthusiasm.
The Frame: TV as Art
- Samsung's "The Frame" TV displays art when not in use, addressing the issue of large black rectangles in living rooms.
- This repositioned the conversation from TV size to "masterpiece size".