Kaktus 2016 prijava

2. Program Objectives
Create passion for the brand by going
to a new level of engagement in which
consumers are active advocates
Provide foundations and reason why
by developing an innovative and
concept
Brand index, affinity, preference and
most preferred single answer (MPSA)
ASPIRATIONAL BRAND
Distinctive
and socially
relevant
program
Credible
Partnerships
PR and Consumer
Engaging Marketing

3. Pride Subject
Nikola Tesla
 One of the most important scientists and
inventors in world’s history
 A man who “shed light over face of the
Earth”
 National Pride and Hero
 “When I say innovation, I think of Tesla”

4. Pride Country
SEAD SUB
Pride Country: Serbia
 Tesla, who is often acknowledged as the
“designer of the world as we know it” is
one of cult personas in Adriatic region,
due to fact he was Serbian.
 Nikola Tesla Museum is a unique
institution of science and culture in
Serbia and in the world.
 It is the only museum in the world which
preserves the original and personal
inheritance of Nikola Tesla.

5. Key Considerations
How did we connect Pride Subject and Samsung?
 The two key words for Tesla and Samsung are innovation – therefore brand relevancy is
100%
 Samsung is dedicated to improving human life and that vision was cherished by Tesla too
 A natural connection is created between big names who nurture love for a better life
On this project, Samsung worked with
credible partners who have expertise in
the field of education and who are
dedicated to developing a top-notch
program
SAMSUNG
NIKOLA TESLA
MUSEUM
SCHOOLS
INSTITUTE FOR
QUALITY
EDUCATION

6. Key Considerations
Pride Program Overview
Pride Subject:
Nikola Tesla
 One of the most important inventors of all times
 Serbian scientist and futurist
 Best known for his invention of AC electricity supply and
induction motor as well as for wireless transmission
 Had more than 300 patents that established footprint for
future technology development.
1st level 2015 2nd level 2015 3rd level 2015/2016
Investment in exhibition part of
the Tesla Museum in Belgrade
Renovation and opening of the
Research Center in the Tesla
Museum in Belgrade
Long term cooperation
“Be Like Tesla”:
1st phase: Caravan
2nd phase: National
educational competition
Program was based on 3 levels:

8. Stakeholders
Organization Structure
Samsung
MobileDigital
Classroom
Logistic
Creativesolutions
NationalCompetition Nikola Tesla
Museum
ContentforLectures
Lectures
NationalCompetition
Institute for
Quality Education
Listofschools
Logisticsupport
ProjectSupports

9. Be like Tesla Competition
 Competition was at the national level
 Target group were primary schools in Serbia
 Competition lasted from mid of May until mid of June 2016.
 Target group participated on free theme inspired by great scientist Nikola Tesla (inventions, literary
works or drawings)
 Grand jury was formed to choose best work inspired by Nikola Tesla: Mr. Milan Vujovic, Samsung
SEAD head of marketing, Mr. Branimir Jovanovic, director of Nikola Tesla Museum, Mr. Branislav
Randjelovic, director of Institute for Quality in Education and Dragan Micanovic, actor and culture
celebrity person
 Best work was pronounced on special event at 10th of July 2016, on 160th anniversary of Tesla’s
birthday and was awarded with new Samsung Digital Classroom. Also, we had additional prizes for
two more school works.

10. Communication Channels
SHO-0622-2DA-6N
PR
Social Media
BTL

11. Communication Tools
Expert Public Media General Public
• Meetings with
Government officials
• Round table with
different ministers
• Meetings with
Educational institutions
• Meetings with cultural
representatives
• Project ambassadors
• Media events
• Interviews and TV
appearances
• Press releases
• Meetings with media
representatives
• Presents for media
• Video announcement
• Info trough online
platforms
• Info trough FB posts
• Video announcement
• Info posters
• Events
• Press releases & media
coverage

13. Online Platform
www.budikaotesla.rs
Web site description:
• 4 separate sections
• The main page content location
• All of the pages were responsive, user
friendly and visually appealing with photo,
video and text content.
Web site objectives:
• To inform
• To upload works

14. FB Page
The main channel for registration and submission of works was “Be like Tesla” online platform but with
the strong support of “Be like Tesla” Facebook page.
Informing TG about the
contest
Communicating about
Samsung’s project “Be like
Tesla”
Storytelling about Tesla’s life
and work
Creating a strong
community of science-
lovers
Promoting science and
inspiring people for
greatness
Main TG: teaching staff in elementary schools

15. Video Announcement
Dragan Mićanović, famous actor who has played Nikola Tesla in drama performance called Tesla in
popular Belgrade theater Madlenianum, and one of the members of our jury had a main role in our
video announcement. As himself, Dragan invited schools to join this great national competition.
Video was shot in the Nikola Tesla Museum.
https://youtu.be/tI_yjJNoWzY

16. PR Results
More than 100 schools entry more than 400 works on our online platform.
129 media pieces about national competition start and flow
PR Value 202.555,00 EUR

17. Competition Results
 From 10 finalist, jury chose best works at big celebration of Tesla’s birthday on 10th of July 2016.
FIRST AWARD : SAMSUNG DIGITAL CLASSROOM went to school “Mihajlo Pupin” from Zemun, Belgrade with the project “Carousel”.
In their work students run a toy (carousel) with a smartphone and sound recognition technology.
ADDITIONAL PRIZES : SAMSUNG TV went to schools “IV kraljevacki bataljon” from Kraljevo and “Sreten Mladenovic Mika” from Niš