SAMSUNG AUSTRALIA
UNPACKED LAUNCH
In the successful management of Samsung Australia's flagship product launches, which encompassed 4 flagship phones, 2 tablets, 3 smartwatches, and multiple accessories, our contribution played a pivotal role in handling the digital aspects.
PROBLEM OVERVIEW
During the critical period leading up to the flagship launch day, the primary challenge was to ensure that relevant content, creative assets, and products were available online prior to major retailers like Harvey Norman.
This window was crucial as it represented a significant portion of sales for Samsung's eCommerce division and aligned with key business objectives. Historically, this process would consume an entire working day, causing a lag in availability compared to retailers with fewer moving parts.
THE
CHALLENGE
The primary challenge was to dramatically improve this process, aligning it with retailer demands to have products on sale immediately after the device announcement, with the worst-case scenario being on the same day.
Additionally, we had to factor in embargo periods, which we were bound to adhere to.
THE
SOLUTION
To address these challenges, a comprehensive solution was implemented:
A meticulous itemisation and analysis of over 30 tasks in the launch process to identify bottlenecks.
The establishment of a rigorous checklist with unwavering completion.
Close collaboration with Samsung's HQ to understand their requirements and streamline the build process, facilitating long-term improvements tailored to the Australian market.
Restructuring agency resources and their management to mitigate initial dependencies, while also bringing certain aspects in-house to enhance agility.
The absorption of tasks from the eCommerce and eDM teams to optimise timing.
Identification of technical and process-driven workarounds that allowed adherence to embargo NDAs while eliminating bottlenecks.
THE
RESULT
The efforts yielded impressive results. Devices were ready for sale in under 3 hours after the launch, meeting all requirements, undergoing thorough testing, and being delivered on time.
Other Results:
This streamlined process has become the standard for all mobile, wearables, and tablet product launches, ensuring efficient and timely market availability.
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