NX10 Launch

PR Guideline for Internal

Use
CONTENTS
1............................Overview

2............................Press materials

3............................The Opportunity

4............................Launch Messaging and Framework

5............................Targeted Media Strategy

6.......................Launch - Inspiration and Creativity

7.......................Launch – Validation
8.......................Launch - Business
9...................................Post-Launch PR : Photography Competition
Appendix A..............Launch Messaging framework

Appendix B..............Launch – Inspiration and Creativity

Appendix C..............Launch – Validation

Appendix D..............Launch – Business

Appendix E..........Post Launch

Appendix F..............Q/A

Appendix G..............Product Background

Appendix H..............Press materials

Launch PR - Inspiration and Creativity

‘Why Capture? Create!’ Media Strategy and Best Practice

The lifestyle target media

strategies are built on the core
Samsung NX10 messaging
platform; freedom, creative,
adventure, artistic, storytelling
and future.

The heart of the media

campaign is that the Samsung
NX10 inspires creativity, the
creation of inspiring images
and film. This is split into four
target media segments; travel,
sport, art/creative and general
lifestyle. And there are two-
four pitches in each of these
four sections to guide and
inform your media outreach.

Strategies for success

We have compiled example media pitches for each target media section.
This is a guideline, matching media relations activities you are familiar
with to target audiences and the Samsung NX10 messaging. This will help
to achieve a successful media relations campaign for this campaign. The
themes and storylines that are suggested here should also be
incorporated into your usual press relations activity such a forward
features searching and product pitching.
Launch - Validation

Introduction to technology themes:

The Samsung NX10 represents the latest in digital camera technology
taking Samsung’s position as a technological innovator and applying it to
camera technology. To transmit our core messages clearly to the diverse
range of technology press, and develop an understanding of the high-tech
features under the lightweight compact camera body in an
understandable way to each of their readers, each section needs a
carefully tailored approach with clear messaging.

This means showcasing and translating the product benefits that the
camera brings, catering to the different levels of technological
understanding amongst the audience.

Strategies for Success

We have compiled a series of pitches that can be used with the
appropriate media in conjunction with the consumer technology release
and imagery. The objectives of this media work are to:

• Position Samsung as leader and innovator in the camera

industry
• Build awareness of the Samsung Cameras brand and
leadership amongst key influencers
• Position the Samsung NX10 as a leader in its class that
delivers results for the consumer

The technology and trade press can be split into three categories: camera
trade, gadget and technology, and consumer technology. Their readers
have different priorities and levels of technological understanding
therefore each needs a different approach to ensure that the key
messages are effectively transmitted. Below the pitches are divided into
their relevant sections with tailored key messages.
Launch - Business Story

Introduction to Corporate Themes

The launch of the Samsung NX10 represents a landmark moment in

Samsung’s development as a camera manufacturer. In order to illustrate
the importance of this moment in the history of the company and the
category as a whole we must ensure that the key messages behind the
product are communicated clearly, and that we place the launch of the
NX10 firmly in context.

This means showcasing Samsung’s heritage as a company that has

recently grown to become leader in many other fields of the consumer
electronics industry, such as mobile phones and TV’s, while also
referencing the success of recent products to develop the sense that
Samsung is a company developing strong momentum in this market.

A new era of digital camera has arrived; from the era that 'captures', to an
era that 'creates'. As the next generation of camera, Samsung launched
the 'NX', a creative tool for the creative class. This revolutionary product
uses an APS-C sensor and yet keeps its size compact, offering users both
image quality and portability. Fast and decisive AF ensures that users
never miss the moment, and with AMOLED display, NX10 shows what
Samsung is capable of. The NX10 represents the next stage of Samsung’s
mission to establish itself as the leader of a new digital camera category.
Samsung will continue with its aggressive expansion in digital imaging.

Below are the key strands of business messaging which need to be

referenced through all communications to business media around launch
and in the weeks following the announcement:
Strategies for Success
We have compiled a series of pitches which can be used in conjunction
with the NX10 Business Press Release in the Appendix to bring to life the
business story for media. The objectives of this media work are to:

• Position Samsung as leader and innovator in the camera industry

• Reinforces Samsung’s credibility as a camera manufacturer in the
eyes of Samsung partners
• Build awareness of the Samsung Cameras brand and leadership
amongst key industry opinion formers
• Position Samsung NX10 as the next generation of digital camera
category
• Provide a platform for a high-level showcase of your commitment to
this new camera market, and to the quality camera market as a
whole

To view the media pitches please refer to Appendix E

LAUNCH PR PITCH MATERIALS

Tailored lifestyle media pitches and creative concepts

Travel

Travel pages are one of the best places to convey the sense of adventure
and mobility within the Samsung NX10 product because this is the time
when quality photographs are really important to the consumer. Three
routes are available to harness the power of advocacy within the travel
pages:

1. Holiday must-have review supplements – these pages will be

being compiled early in the New Year as consumers plan their
holidays for 2010
2. Destination guides – a simple toolkit can identify ways for
markets to seed products with media travelling to exotic and
adventurous locations – or even to team up with airlines and
travel companies and commission the features themselves
3. Competitions – tailored to fit the product messaging, e.g. The
chance for readers to win a trip to the most photogenic locations
in each region

Travel media of this kind have slightly longer lead times to other areas of
the news media, so we will recommend ways to time the outreach and
seeding under NDA.

Travel Media Pitch One

Communication strategy: Position NX10 as the perfect digital camera

for travel adventure, with a size and specification that meets the need of
demanding consumers

Target audience and publications: Holiday gadget reviews and travel

kit features in national newspaper weekend travel supplements, monthly
travel publications, and high end lifestyle publications

Logistics/Mechanics:
• Target features which will appear a minimum of a week after the
launch date of 4 January 2010
• Some publications may be publishing this kind of feature before
Christmas and therefore too early for the NX10 launch, so ensure you
are targeting 2010 features calendars
• Search features lists for travel gadget round-up features for January,
February and March
• Start conversations and pitch the top tier publications and journalists
before Christmas under NDA
• Identify the short-lead publications with weekly travel columns that
will also be looking for post-Christmas travel content

Ideal Headline: The Samsung NX10 – Don’t leave home without it

Key Messages: The NX10 is the next generation digital camera,

unrivalled mobility with category leading image quality, still and moving
pictures.

Smaller camera with the image quality and portability you would expect
from an SLR.

Industry leading digital screen technology is also used in the new

Samsung mobile phone touch screens, meaning a super bright screen
easily seen in sunlight and dim-lit conditions.

Pitch: For the adventure hungry traveller who wants brilliant images to
tell the best story from their trip, the new Samsung NX10 is the camera to
pack. Its compact size produces high impact images, through speedy
auto-focus and large industry leading sensor, that will do justice to a once
in a lifetime experience or a weekend break.

Holidays today are more exotic and adventurous than ever before;
retirement means trekking in the Himalayas, the gap year is an
acknowledged right-of-passage, eco-tourism is growing, and travel to the
other side of the world is accepted as a typical summer break.

When you’re planning a trip; a life-changing experience; or just a day out,

you want to create images that tell the full story of the passion, energy
and wonder of the places you see and the people you meet.

Travel Media Pitch Two

Communication strategy: Show the flexibility and quality of Samsung
NX10 through seeding cameras with travel journalists, matching the
strengths of the NX10 with adventure travel features

Target audience and publications: National newspaper travel editors,

freelance travel journalists and editors with firm relationships and regular
coverage in premium, top tier target publications, monthly travel
publications.

Logistics/Mechanics:
There are several ways of approaching this task

1. Seed a camera with a journalist in advance of a review holiday that is

already have planned, possibly scheduled in forward features lists:
• Outreach and seeding of product under NDA in mid-December
• Contact your local Samsung Digital Imaging Company to establish
how many NX10’s are available for seeding programme
• Identify top journalists as targets for seeding cameras

2. Partner with a travel company or provider of travel services (e.g. an

airline) to help to meet the costs of a sponsored trip;
• Identify potential partners with a suitable brand image and
adventure spirit holidays
• Pitch the publication with the whole package incorporating the
specific type of adventure holiday

3. Use an established travel freelancer to place the story and seed a

camera
• Once the freelancer is secured, ensure that the freelancer has sold
the story to their editors (at one of the top tier target publications)
• As in point 2, discuss the possibility of partnering with a holiday
provider, as above ensure that it is an exotic location, adventure
holiday, something out of the ordinary, in-line with the NX10
messaging

4. Develop tailored brief box-out style summary on the NX10 to

accompany the features

Ideal Headline: The NX’d Adventure – how the Samsung NX10 showed
me the way to travel now

Key Messages:
The Samsung NX10 is the travel adventurers camera, the next chapter of
your life can be a travelling adventure.

Smaller camera with the image quality and portability you would expect
from an SLR.
The 3.0” industry leading digital screen technology on the NX10, the same
type used in the new Samsung mobile phone touch screens. This means, a
super bright screen easily seen in sunlight.

Pitch: As we enter 2010, a new year and ten years since the Millennium,
it’s time to reflect on all those great plans you had back in 2000 – have
you really achieved any of them? Make 2010 your chapter of adventure,
stop talking, take action. Remember that
country/city/island/desert/mountain that you always wanted to visit, book
it and go.

Life changing, exotic locations, amazing landscapes, wonderful people,

local people, new friends you meet along the way. Your trip is a story
waiting to happen, you want a camera that will do justice to the
experience and the memories. The Samsung NX10 ticks all the boxes,
compact and easy to use with smart functions that provide ultimate
convenience.

It has a super bright screen, visible in any light environment, which makes
it equally suitable for taking pictures in bright sunshine on the mountains
of the Pyrenees for example. This camera is an essential part of any travel
kitbag; the Samsung NX10 answers a need for high quality digital camera
in a smaller package.

Create your next chapter, and make it an adventure.

Travel Media Pitch Three - competition

Communication strategy: Offering the Samsung NX10 as a prize in

photographic themed travel competitions, linking to the theme of meeting
consumer demands, and emphasising the practical real-life advantages of
the Samsung NX10

Target audience and publications: Weekend national travel

supplements, such as The Sunday Times and the Observer in the UK.
High-end glossy travel magazines, such as Conde Nast Traveller, women’s
glossy lifestyle magazines that run travel sections and men’s lifestyle
magazines such as GQ and Esquire.

Logistics/Mechanics:
• Identify which travel sections and glossy magazine already run
competitions, and if there is an equivalent cost for the prizes offered -
most titles will have a minimum prize value so ensure the NX10 will
meet it
• Contact your local Samsung product team to find out how many NX10
product will be available for competitions
• For high-end glossy travel publications, identify a short list of travel
providers to partner with to offer a holiday in addition to the NX10.
Ensure it is suitable to the publication that you are targeting and the
 NX10 platform messages detailed above.

Ideal Headline: Win the new Samsung NX10 with the picture that tells
the story of your most adventurous holiday.

Key Messages:
The Samsung NX10 is the next generation digital camera, unrivalled
mobility with category leading image quality, still and moving pictures.
Smaller camera with the quality and depth of image you would expect
from an SLR, which means smaller camera with the image quality and
portability you would expect from an SLR.

Pitch: Win the new Samsung NX10, a digital camera worthy of your
holiday adventures. Its innovative design and compact size incorporates a
fast and decisive autofocus and a large sensor for depth of field, resulting
in image quality usually associated with digital SLR cameras. It has
cutting-edge digital display screen as found on Samsung mobiles and a
host of smart functions to help you capture the moment and tell the story.

To enter the competition simply send in your best photograph that

beautifully tells the story of the your most adventurous, crazy, exotic
holiday.

Sport

Sports pages give you an opportunity to showcase the mobility of the

product, alongside specific benefits such as the fast Auto Focus (AF) time.
Below are several ways to use the sports pages to drive consideration of
the product:

– A simple seeding programme among professional sports

photographers – a challenge to replace their existing heavy camera for
a day and see the results
– Competitions in prominent sports magazines to showcase the product
benefits in a compelling way

Sports Media Pitch One – Seeding Sports photographers

Communication strategy:
Showcase the mobility and quality of functionality of the Samsung NX10
and the specific benefits such as the fast AF time when it comes to
capturing fast-paced sporting events through seeding programme and
competition mechanic.

Target audience and publications:

Targeting the ‘gear sections’ of vertical sporting magazines (relevant to
the photographers area of expertise), health and fitness lifestyle titles and
men’s lifestyle titles for example UK magazines, Golf World, Men’s Health
and FHM.
Mechanics:
• Partner with prolific photographers across a diverse range of sports
• Challenge the photographers to replace their existing heavy camera
with an NX10 for a day when covering an event, and see the results
• Choose a mix of mainstream and niche fast paced events for the
photographers to cover e.g. local motorsports event, football, tennis,
snowboarding
• Following the seeding, use them as ambassadors for the camera in
sponsored advertorials – these contain a diagram with a selection of
the photos that they’ve taken at the event with arrows picking out
certain areas in the photo where the camera has enhanced the image.
It may contain tips for any budding photographer looking to capture
the perfect image highlighting the product benefits of the NX10. The
publications should be in line with the target publications above and
should be one of the leading premium titles within its field.
• With the securing of a placed advertorial negotiate a space in a
relevant editorial section in the title to feature the camera e.g. ‘an
essential gear section’
• Use ambassadors in any related launch activity

Timings:
• Look to begin talks with potential ambassadors December 2010 and
choose events occurring in January onwards.
• Although timing is not crucial with this tactic it should follow as closely
after the launch as possible in time with the sporting vertical
magazines (of which the majority will be long lead titles)

Ideal Headline:
“Don’t miss a moment at this year’s Melbourne Cup!” (Insert name of
local event)

Key Messages:
The Samsung NX10 is compact and lightweight, making it easy to hold
and carry for long period of time.

It delivers the fastest auto focus of any camera in its class, so no matter
what sport you’re watching you’ll never miss that vital moment.

The NX10 can also capture those sporting moments in video with its HD
Movie Recording.

Sports Media Pitch Two – Competition

Communication strategy:
Showcase the fact that the Samsung NX10 helps users avoid missing their
iconic sporting moment with an engaging consumer competition.
Target audience and publications:
Targeting the mainstream sporting magazines and men’s lifestyle titles

Logistics/Mechanics:
• Partner with one popular local sports title to develop a reader
competition
• The competition would run over four weeks under the theme ‘Never
miss an iconic sporting moment’
• Readers will be asked to send in each week photographic examples of
when they have just missed capturing their favourite, iconic sporting
moment. This will be accompanied by a story in under 20 words of
what the iconic moment was and why they missed it e.g. through slow
shutter speed, overexposure.

As an example a reader would write:

“I tried to capture the moment Usain Bolt crossed the line in Beijing – but
the auto focus was too slow and all I got was the Birds Nest Stadium with
a yellow blur across it!” – Reader David Smith at the 2008 Olympic Games

• The best entry sent in each week will be featured in the competition
slot and that person will win an NX10 to ensure they never miss an
iconic sporting moment again
• The first week would contain the relevant copy and an example image
from the archives of that sporting magazine of an iconic moment
missed and the subsequent weeks would be the readers’ entries
• Readers could either send in their entries via mail or on the
publication’s website, where a gallery of images and stories can be
featured
• At the end of the competition one special winner as the star prize will
get a paid trip to a major sporting event where they can tell the full
story of what happens in person e.g. Australian Tennis Open (mid-Jan;
Aus), Superbowl XLIV (Feb; US), Six Nations Rugby, (Feb; UK, France,
Ireland), 2010 Football World Cup, (Jun; SA)
• Following this the title could feature the winner’s record of the trip

Timings:
• Begin talking to potential titles in December 2009
• This tactic should follow as closely after the launch as possible in time
with the sporting vertical magazines (of which the majority will be long
lead titles)

Ideal Headline:
“Never miss an iconic moment with the NX10”

Key Messages:
The Samsung NX10 is compact and lightweight, making it easy to hold
and carry for long period of time.
The Samsung NX10 delivers the fastest auto focus of any camera in its
class so no matter what sport you are watching you will never miss that
iconic moment

The NX10 can also capture those sporting moments in video with its HD
Movie Recording.

Art

Artistic and cultural pages deliver credibility and a genuine lifestyle

audience to the product. A range of simple mechanics can be deployed to
engage in-market arts and culture correspondents:

– Eye catching collations of images – e.g. Working with a recognised

artist to create a collage in a public space using images downloaded
and printed from the public’s cameras – to illustrate the creativity
that’s too often captured within our hard drives
– Sponsorship of relevant and timely photographic exhibitions and
bursaries for young photographic artists to develop their careers

Art Media Idea One: Suggested Launch Event

Communication strategy: To engage consumers directly with the

Samsung NX10, to encourage the creativity and engage the general
public in the culture of participation. The reward is being part of a creative
event much bigger than one person.

Using the messaging– progressing it to - U R Creative because the

consumer took part in a public photographic art installation.

Target audience and publications: The artistic community, the

general public for the publicity event. Target media for the event would be
photodesks, regional, tabloid and broadsheet newspapers, creative, arts
media and photographic press.

Online awareness campaign and existing Samsung camera customer

channels should be utilised to spread the news about the event.

Concept:
Create a work of art in a public space, using the medium of digital
photography, a collage that thousands of people have contributed to.
Members of the public can drop in to a designated open space in a city.
They can get their photos developed and free the creativity captured
within their memory cards. Not only can consumers walk away with
beautiful prints of their favourite photos, a high profile local artist will also
use the photos from the public to create a huge art installation – a collage
of images that stretches across a large area for example, Times Square in
New York, USA or Trafalgar Square, London, UK. Media will be invited to
watch the piece take shape and report on the finished artwork.
Logistics/Mechanics:
• Creative event to take place in early 2010, giving enough time for
logistical set up
• Identify a well-known area where hiring or getting permission to use
the space for a promotional event is possible
• Create a shortlist of well-known artists. This could be photographers,
but it could also be painters, modern sculptural artists, or artists
known for using or incorporating new media into their work. Research
agency representation for those artists.
• Develop a project plan with costs including appearance fees and costs
of logistics and use of the public space
• Each event will be on consecutive days or every other day or week
that month, to encourage global participants to revisit the website and
keep up on their global counterparts
• Pre-event PR and online campaign to let the public know it is
happening and encourage them to take part
• An additional media alert about the event to encourage press to report
on it.
• The final result could feed into an online gallery of all the international
collages, be published in a book, or finally the NX10 collage could go
on view at a modern art gallery
• The collage visits headquarters of Samsung in your country as an
internal communications activity

Ideal Headline: Samsung sets you free! Thousands give their unused
photographs to create the world’s largest photo collage

Key Messages:
• The Samsung NX10 inspires creativity
• Be Creative with the Samsung NX10
• Tell the story of your life with the Samsung NX10
• Be part of the artistic adventure with Samsung NX10
• Join the Samsung NX10 Creative Class

Art Media Idea Two: Driving Awareness

Communication strategy: The focus is on the next chapter of creative

talent, interpreted as young photographers – the next creative generation.
The culture and lifestyle pages of the national broadsheets will deliver the
credibility to the Samsung NX10 as a product that fits into your life and
answers consumer demand.

This links strongly to the ‘Creative Class’ aspects of the pre-launch

campaign, inspiring the younger generation to be the NX generation.

Target audience and publications: National broadsheet newspaper

supplements and culture sections with an emphasis on quality
photographic content.

The idea:
A range of simple mechanics can be employed to in-market arts and
culture correspondents, focused on the youth market as the next chapter
of creativity and the parents, teachers and guardians who support and
encourage the young, for example;
• Sponsorship of relevant and timely photographic exhibitions.
• Bursaries or scholarships for young photographic artists to develop
their careers. For example this could help with the cost of a recognised
professional photographic qualification.

Logistics/Mechanics:
• Identify a list of top five photographic specialist galleries, multi-media
galleries, well-known modern art galleries or galleries that have an
element of fun about them that would be suitable to a young audience
• Approach the top five gallery list to identify the exhibitions that are
scheduled for 2010
• Approach national photographic organisations and associations to see
if they have any youth programmes that would be suitable for
sponsorship

Ideal Headline: The Next Chapter of Creative Photographic Talent

Nurtured by Samsung NX10 Bursary

Key Messages:
• The NX10 is the perfect choice for young photographers looking for
their first quality camera because of its compact size
• Equivalent image size and image contrast quality to DSLR cameras,
due to the large sensor, designed for the NX10.
• Auto-Smart functions to get started, with powerful manual functions
for the more advanced. Easy to use digital interface that uses industry
leading technology found in Samsung mobiles, so that it is bright and
easy to see in all light conditions.

The pitch: The next creative chapter is already being told in photographs
by the wealth of talented young photographers in the country. Samsung
NX10 sponsors an exhibition at a suitable premium local gallery,
showcasing the award winners of the National Association of
Photographers ‘Stories in Pictures’ award, in three age categories (edit as
appropriate for the promotional activity running in your country). The
NX10 a new digital camera is natural choice for budding young enthusiast,
without the bulk of a Digital SLR.

Lifestyle

Lifestyle media are by their nature varied and diverse – however common
themes and ways of working unite them. Simple, hard working media
relations can pay dividends in delivering coverage that makes the most of
every possible opportunity available. The ideas below are intended to
provide a thorough guide to working with lifestyle media to identify
available opportunities, including:

– Gathering annual features calendars and identifying suitable

opportunities for ‘piggyback’ coverage – e.g. A forthcoming feature
on the Canadian ski scene could be the perfect opportunity to seed a
camera
– Simple pitches and rules of engagement which will help to build the
relationships with lifestyle media that deliver long-term results
– Guidelines for the creation of product photography suitable for
lifestyle product features

Lifestyle Media Pitch – Competition

Communication strategy:
The Samsung NX10 is not just about capturing images but telling
everyday stories. This competition will relay to the consumers that the
Samsung NX10 can help them create the next chapter in their story,
whether on their way to work, out with friends any time they feel creative.

Target audience and publications:

Quality lifestyle titles / High-end luxury titles e.g. Monocle, GQ, Esquire,
Vanity Fair

Logistics/Mechanics:
• Select a range of creative partners, give them an NX10 and challenge
them to tell their stories through the medium of photographs. For
example, a local writer tells one of his key short stories through photos
or a local artist captures certain objects that gave him inspiration to
produce his key painting
• Having secured these creative types, partner up with a media title to
exclusively reveal this collaboration
• For this photographic experiment, Samsung would donate money to a
local relevant charity
• The photos would be displayed at an interesting public location to
maximise consumer engagement – with the exhibition also asking for
any public donations that would go towards the selected charity

Key Messages:
• The largest APS-C 14.6M CMOS sensor in its class giving high quality
imagery and sleek compact design with mirror-less interchangeable
lens
• The fast and decisive auto focus
• First camera to integrate a large 3.0” AMOLED display giving higher
contrast ratio (10,000:1)
• HD movie recording H.264
• The combination of mobility and quality make the Samsung NX10
 the perfect tool to not just capture an image but tell a story

Pitch:
Targeting high end lifestyle magazines secure the feature piece in
advance, (insert local companies and references as appropriate).

“For the launch of the new Samsung NX10 camera, we are partnering with
people throughout the creative industry such as XX, XX and XX asking
them to capture key moments / famous works in their life through
imagery. For example we have the artist XX, who will have an NX10, and
is going to photograph objects which gave him the inspiration for his
masterpiece.

Following this we will exhibit the works in a public place. This

photographic experiment will be done in aid of the local charity XX.

We believe that your title and readers fit in with the feel of this high-end
camera and would like to offer you the exclusive story on these exciting
collaborations.”

Timings:
• Look to begin talks with creatives January 2010
• Execution should aim to happen in February 2010

Ideal Headline:
“Why use words when you can use images with the Samsung NX10”

LAUNCH - VALIDATION

Introduction to technology themes:

The Samsung NX10 represents the latest in digital camera technology

taking Samsung’s position as a technological innovator and applying it to
camera technology. To transmit our core messages clearly to the diverse
range of technology press, and develop an understanding of the high-tech
features under the lightweight compact camera body in an
understandable way to each of their readers, each section needs a
carefully tailored approach with clear messaging.

This means showcasing and translating the product benefits that the
camera brings, catering to the different levels of technological
understanding amongst the audience

Strategies for Success

Below are a series of pitches that can be used with the appropriate media
in conjunction with the consumer technology release and imagery. The
objectives of this media work are to:

• Position Samsung as leader and innovator in the camera industry

 • Build awareness of the Samsung Cameras brand and leadership
amongst key influencers
• Position the Samsung NX10 as a leader in its class that delivers
results for the consumer

The technology and trade press can be split into three categories: camera
trade, gadget and technology, and consumer technology. Their readers
have different priorities and levels of technological understanding
therefore each needs a different approach to ensure that the key
messages are effectively transmitted. Below the pitches are divided into
their relevant sections with tailored key messages.

Camera trade press

Key messages:
• A mirror-less interchangeable lens camera, the NX10 has the largest
APS-C 14.6M CMOS sensor in its class giving high quality imagery – the
quality of DSLR in a compact size
• The Samsung NX10 has the fastest autofocus (AF) in its class allowing
users to capture the moment instantly with increased precision
• The NX10 is a compact size and therefore easy to handle and carry to
wherever the NX adventure is
• The NX10 is the first camera in its class to have a 3.0” AMOLED display
providing great readability even under bright sunlight conditions
• The NX10 also has HD quality movie recording capability – at 720p /
H.264 format – it provides HD movies with DSLR photo quality

Pitch:
The new Samsung NX10 shines the way for the next generation of digital
cameras – featuring Samsung’s latest technology the NX10 is the ultimate
in its class for quality and compactness. With features exclusive to its
class:

• The largest APS-C14.6M CMOS sensor, the size usually found in DSLR
• Fast and precise AF with Samsung’s new DRIMe II pro engine and
advanced AF algorithm
• First camera to integrate a large 3.0” AMOLED display giving higher
contrast ratio (10,000:1) than conventional LCDs and up to 3,000
times faster response rate – this provides better view ability of photos
in bright light which is often a major problem with digital cameras

The NX10 also includes other intelligent features such as supersonic type
dust reduction, and Smart Range that automatically adjusts exposure that
automatically detects the scene according to the environment.

The NX10 puts professional quality within reach of the amateur

photographer, providing both deep functionality for the more experienced
photographer and easy usability for the less familiar. All of these high
quality features are provided in a compact and sleek design.

Gadgets / technology press:

Key messages:
• A mirror-less interchangeable lens camera, the NX10 has the largest
APS-C 14.6M CMOS sensor in its class giving high quality imagery – the
quality of DSLR in a compact size
• The Samsung NX10 has the fastest auto focus (AF) in its class allowing
users to capture the moment instantly with increased precision
• The NX10 is a compact size and therefore easy to handle and carry to
wherever the NX adventure is
• The NX10 is the first camera in its class to have a 3.0” AMOLED display
providing great readability even under bright sunlight conditions
• The NX10 also has HD quality movie recording capability – at 720p /
H.264 format – it provides HD movies with DSLR photo quality

Pitch:
The new Samsung NX10 is the ultimate gadget for budding photographers
wanting to create the next chapter in their photography portfolio.
Providing the high quality of Digital SLR cameras in a compact and
lightweight body, the NX10 can easily be carried around when on the
move. Showing the way for the next generation of digital cameras, the
NX10 contains the latest innovations that put it above the rest of the
competition:

• The NX10 has taken the sensors used in DSLRs and integrated them
into the sleek camera body, providing high quality images in a smaller
form factor. Its sensor is the largest in its class but its mirror-less
design means that it is compact and lightweight at the same time.

• The Samsung NX10 has the fastest AF in its class allowing users to
capture the moment instantly with increased precision

• The NX10 is the first camera in its class to have a 3.0” AMOLED screen
which gives users increased visibility even in bright sunshine or even
viewing at an angle meaning you don’t need a swivel option with the
camera

The camera contains other useful features – when users pull the camera
close to look through the camera the screen dims saving power and
avoiding distraction. Its automatic functions are unparalleled; it
automatically detects the environment the consumer is shooting in and
adjusts the settings suitably to get the perfect shot.

Consumer technology:

Key messages:
• Innovative Samsung technology such as the fastest AF in its class
means users have the quality of a DLSR with ultra compactness and
the largest APS-C sensor in a compact DSLR.
• The Samsung NX10 includes many intelligent features providing the
user with ultimate friendly usability e.g. HD Movie Recording
• The Samsung NX10 is the first in its class to feature a large 3.0”
AMOLED LCD screen which provides users with better readability of
images even in bright sunlight or at acute angles

Pitch:
The new Samsung NX10 represents the next generation in camera
technology bringing professional quality to the fingertips of amateur
photographers. It combines the best of both worlds: the quality of a DLSR
with a sleek, compact and lightweight body. It breaks new ground in its
class to provide this unique technology:

• A mirror-less interchangeable lens camera, The NX10 has the largest

APS-C 14.6M CMOS sensor in its class giving high quality imagery – the
quality of DSLR in a compact size
• The Samsung NX10 has the fastest autofocus (AF) in its class allowing
users to capture the moment instantly with increased precision
• The NX10 is a compact size and therefore easy to handle and carry to
wherever the NX adventure is
• The NX10 is the first camera in its class to have a 3.0” AMOLED display
providing great readability even under bright sunlight conditions
• The NX10 also has HD quality movie recording capability – at 720p /
H.264 format – it provides HD movies with DSLR photo quality

Even after that it is still bursting with innovative and intelligent features,
from its Supersonic Type dust reduction to the dimming of its LCD when
the user wants to look closely through the viewfinder.

APPENDIX E: LAUNCH - BUSINESS

Introduction to Corporate Themes

The launch of the Samsung NX10 represents a landmark moment in

Samsung’s development as a camera manufacturer. In order to illustrate
the importance of this moment in the history of the company and the
category as a whole we must ensure that the key messages behind the
product are communicated clearly, and that we place the launch of the
NX10 firmly in context.

This means showcasing Samsung’s heritage as a company that has

recently grown to become leader in many other fields of the consumer
electronics industry, such as mobile phones and TV’s, while also
referencing the success of recent products such as the Columbus range to
develop the sense that Samsung is a company developing strong
momentum in this market.

A new era of digital camera has arrived; from the era that 'captures', to an
era that 'creates'. As the next generation of camera, Samsung launched
the 'NX', a creative tool for the creative class. This revolutionary product
uses an APS-C sensor and yet keeps its size compact, offering users both
image quality and portability. Fast and decisive AF ensures that users
never miss the moment, and with AMOLED display, NX10 shows what
Samsung is capable of. The NX10 represents the next stage of Samsung’s
mission to establish itself as the leader of a new digital camera category.
Samsung will continue with its aggressive expansion in digital imaging.

Below are the key strands of business messaging which need to be

referenced through all communications to business media around launch
and in the weeks following the announcement:

Strategies for Success

Below are a series of pitches which can be used in conjunction with the
NX10 Business Press Release in the Appendix to bring to life the business
story for media. The objectives of this media work are to:

• Position Samsung as leader and innovator in the camera industry

• Reinforces Samsung’s credibility as a camera manufacturer in the
eyes of your partners
• Build awareness of the Samsung Cameras brand and leadership
amongst key industry opinion formers
• Position Samsung NX10 as the next generation of digital camera
category
 • Provide a platform for a high-level showcase of your commitment to
this new camera market, and to the quality camera market as a
whole

To do this you will need to develop a core business story that will engage
and excite business media, based on the key proof points behind the
launch of the new product:

• Success in the market to date

• Samsung’s historic success in breaking into new markets
• Key product strands – e.g. The move to product your own lenses,
and Samsung’s historic success in producing its own components
• Bold and eye-catching commitments for future growth

Tactically the approach to business media can take several forms, which
is why we have prepared a series of pitches below to target each different
opportunity. In addition to the key messages and content below you may
also wish to bring the story to life for your local media by adding local
proof points into your pitch, e.g.:

• Local sales data from the ‘Columbus’ range launch

• Sales data from the NX10 launch when it becomes available to
consumer in H1 2010
• Testimony from local camera buyers or retailers expressing their
admiration for the sales figures created following launch
• Input from local Samsung spokespeople to add relevance and depth
to the story, and put a familiar local spokesperson at the heart of
the coverage

General Business feature pitch

Communication strategy: Drive positive coverage of the Samsung

Digital Imaging business as a whole by showcasing the innovation and
expertise behind the new NX10 product

Target audience and publications: Top tier business publications such

as the Financial Times, as well as those technology titles that also concern
themselves with the business of technology, e.g. Computing Magazine

Logistics/Mechanics: Short lead business titles can provide quick wins

for the story, and should be approached at launch to deliver coverage that
contextualises the launch story within Samsung’s strategy. Longer lead
titles should be considered as secondary targets until post-launch when
sales statistics can help to deliver more impactful feature coverage.

Ideal Headline: NX10 Launch Marks Next generation of Samsung

Cameras
Key Messages: The NX10 is the first step in Samsung’s mission to
become a market leader in the global camera market in 2010.

Pitch: The new Samsung NX10 represents the next stage in Samsung’s
drive to become a genuine global player in the high-end digital cameras
market, following the company’s successful introduction into other
consumer technology markets such as mobile phones and TVs .

The NX10’s impressive feature set is testament to the strength of the

Samsung research and development team’s work on the product during
the years it has taken to bring the NX10 to market. However, the
product’s features also reflect Samsung’s strength in the wider consumer
electronics industry, where the company’s recent history of market
leading innovation is bringing unprecedented benefits to consumers.

The launch of the NX10 builds on Samsung’s award winning expertise in

the cameras market, where it has gained significant market share in
recent months, which can be attributed to continually striving to create a
new and exciting category within the market. This innovation is based on
deep consumer understanding which Samsung has placed at the heart of
its strategy to become a dominant player in the global cameras market.

CEO Business Media pitch

Communication strategy: Use visits from the CEO of Samsung Digital

Imaging, Mr SJ Park as an opportunity to leverage strong profile coverage
in key business titles, underpinning the launch of the camera by providing
the commercial vision behind the product’s development

Target audience and publications: As some business titles will not run
profile style pieces of editorial coverage you will need to analyse your
local media in order to target those publications where the pitch will be
most relevant. Work with your local PR colleagues to determine which
premium business titles carry profile pieces and target the editors and
journalists who contribute to these.

Logistics/Mechanics: Interviews can be hosted at local launch events,

at company offices in market or at relevant and interesting locations in
your region – e.g. a particularly photogenic view from the top floor of a
local landmark could provide an inspiring backdrop for photos which
would run alongside the feature.

Ideal Headline: SJ Park Gives His Vision of Samsung’s Bright Future in

the Digital Camera Market

Key Messages: The launch of the Samsung NX10 is part of Samsung’s

vision to be recognised as a market leader in high quality, high-end global
camera market
Pitch: The new Samsung NX10 camera represents the next stage in
Samsung’s drive to become a genuine global player in the digital cameras
market, following the company’s successful introduction into other
consumer technology markets such as mobile phones and TVs.

The NX10’s impressive feature set is testament to the strength of the

Samsung research and development team’s work on the product during
the years it has taken to bring the NX10 to market. However, the
product’s features also reflect Samsung’s strength in the wider consumer
electronics industry, where the company’s recent history of market
leading innovation is bringing unprecedented benefits to consumers.

Mr SJ Park, CEO of Samsung Digital Imaging Company who visited the

region to launch the new camera said: “The launch of the NX10
represents a landmark moment in our history as a camera manufacturer.
The success of the DualView camera range, launched in August 2009,
showed us that our innovations, allied to deep consumer insight could win
us valuable market share in new and emerging categories. We are very
proud to introduce the NX10, a product which we believe will become
seen as the next generation of digital cameras – a product small and light
enough to take everywhere but advanced enough to give you professional
quality photos when you are there.”

The launch of the NX10 builds on Samsung’s award winning expertise in

the cameras market, where it has gained significant market share in
recent months, which can be attributed to continually striving to create a
new and exciting category within the market. This innovation is based on
deep consumer understanding which Samsung has placed at the heart of
its strategy to become a dominant player in the global cameras market.

Mr SJ Park continued: “We believe that with the Samsung NX10 we have
successfully shown our competence in optical technology which will see us
move closer to our goal to achieve 20% of the global compact camera
market by 2012 – with the product innovation and consumer
understanding we have developed over recent years we believe this is a
realistic and achievable goal. We look forward to replicating the success
Samsung has achieved in other areas of the consumer technology world
by introducing many new models this year which build on the innovation
you can see today in the Samsung NX10, and we believe that 2010 will be
a landmark year in the growth of our digital imaging business as a whole.”

Product Design Media Pitch

Communication strategy: Use design and product focused media to

highlight the innovation and product expertise that has gone into the
development of the NX10

Target audience and publications: The range of titles and media

outlets who will be interested in the story is broad. Design media should
be interested in the way that Samsung has adapted its design philosophy
to meet the varied and changing needs of consumers around the world,
which we can underpin with the story of the consumer research that went
into the product development. Alternatively, more technological media
may be interested in the ground breaking new technology available within
the product, such as the AMOLED screen, and Samsung’s cross-platform
collaborations to bring these elements together.

Logistics/Mechanics: In addition to the pitch below imagery is very

important to bring the story to life – this sector of the media will
particularly be interested in any early design drafts or technical
illustrations that might be available, so consult your local market
colleagues to assess the availability of these materials.

Ideal Headline: Samsung’s New NX10 Marks a New Generation in Design

and Performance

Key Messages: The Samsung NX10 represents the strength of

Samsung’s cross industry innovation – e.g. AMOLED screens, quality lens
production – nobody else in the market can deliver this

Pitch: The new camera represents the next stage in Samsung’s drive to
become a genuine global player in the high-end, high quality digital
cameras market, following the company’s successful introduction into
other consumer technology markets such as mobile phones, TVs and
notebook PCs.

The NX10’s impressive feature set is testament to the strength of the

Samsung research and development team’s work on the product during
the years it has taken to bring the NX10 to market. However, the
product’s features also reflect Samsung’s strength in the wider consumer
electronics industry, where the company’s recent history of market
leading innovation is bringing unprecedented benefits to consumers.

The NX10 offers the fastest Auto Focus in its class, meaning that
consumers can capture all the high speed, fleeting moments they want to,
as well as the largest image sensor of any comparable model, giving
professional image quality on a par with a DSLR.

The APS-C sensor is widely used in conventional DSLR’s, and it is 50

percent bigger than sensors found in cameras of the same category.
Samsung’s expert design team has designed a camera that enables this
level of quality in a significantly smaller camera body.

Building on its expertise in High Definition technology, an area where

Samsung has already introduced the first HD mobile phone and become a
leader in the HD TV market in recent years, the NX10 features HD quality
video which can be easily streamed to a TV through an HDMI port, giving
consumers rich video quality to enjoy at home. Added together these
features represent what Samsung believes will e the next generation of
smart, intuitive and innovative cameras designed to help people tell
stories, not just take photos.

For example, the NX10 sports the camera industry’s first AMOLED screen,
a new technology developed exclusively by Samsung for use on its range
of mobile phones which delivers a far brighter and clearer image than
comparable LCD screens. Samsung’s in house expertise means that the
company can integrate this technology across its portfolio without adding
significantly to the product’s cost, delivering a product to consumers that
does away with the problem of consumers being able to see their screens
clearly in bright or low light.

In addition, Samsung has chosen not to rely on components sourced from

suppliers in the NX10, instead choosing to develop every component itself
– from the large image sensor to the range of high quality lenses – and
assembling them in one coordinated process. This lack of reliance on
external suppliers means a smoother and more reliable production
process, and a final product which boasts high build quality due to the
absence of foreign particles such as dust which can build up during
shipping components between sites.

The launch of the Samsung NX10 builds on Samsung’s award winning

expertise in the digital camera market, where it has gained significant
market share in recent months thanks primarily to sales of the ‘2View’,
Samsung ST500 and Samsung ST550. These innovative ‘2View’ products
revolutionised the compact camera market, giving consumers a chance to
see themselves while ‘self-shooting’, i.e. taking photos of themselves at
arms’ length, through the development of a thin and light screen on the
front of the camera body. This innovation led brought many new admirers
to the brand impressed by the company’s user-centric approach to
product design.

The Samsung NX10 has Smart Range feature enables consumer to

capture both bright areas and dark areas in the same frame, and the
Supersonic Dust Reduction system keeps those dust particles clear of the
image sensor that can often impair an image. It even senses when the
user brings the camera close to their face to look through the viewfinder,
and puts the AMOLED screen on standby to conserve power.