Category: Best Use of Branded Content
Advertiser: SAMSUNG ELECTRONICS
Product/Service: CONSUMER ELECTRONICS
Date of First Appearance: Oct 18 2010
Entrant Company: STARCOM ITALIA, Milan, ITALY
Research & Development / Strategy Director: Alessio Fattore (Starcom)
Strategic Marketing Manager: Sandro Sciacky (Samsung Electronics)
Executive Director: Boaz Rosenberg (Starcom)
Media placement: GITV - Program TV - Product Placement - 18 October 2010
Media placement: Digital TV - Video Bites - Product Placement - 18 October 2010
Media placement: Mediaset Premium - Live Channel - Product Placement - 18 October 2010
Insights, Strategy & the Idea
Samsung is present in all consumer electronic categories, but is primarily known for TVs and Phones. The retail outlets are not effective in promoting the depth of Samsung’s range, which is increasingly becoming a priority for the company. The objective was to find new ways to show how Samsung is a part of the fabric of daily life in Italy. Instead of creating a program ad-hoc (expensive and limited distribution) we instead went in a different direction. Big Brother is the top reality TV show in Italy (average 30% nightly share), and as it is based in a house it lends itself perfectly to the objective of allowing Samsung’s range to breathe and be seen. The idea was to integrate Samsung’s full portfolio within the fabric of the show, amplifying the product range depth working with the producers (Endemol) to create constant occasions for the Samsung products to be protagonists.
We went on site to fill the 1,600 square meters of the house with every Samsung product imaginable. 80 Samsung products were placed total, starting from the kitchen (oven, refrigerator, etc.) to the laundry room (washer/dryer, robotic vacuum), from the living room (TVs, tablets, cameras) to the primary area where a gigantic videowall of 30 Samsung screens was installed. Throughout the broadcast studio Samsung screens featured prominently. All Samsung categories, white goods, brown goods, information technology, telephony and audio/video were covered. More importantly, the producers worked with us and Samsung directly over the 6 months (to date) to constantly create scenes and episodes where the Samsung brand figured prominently. For example, the tablet became the gossip weapon of choice in the house, the remote controlled vacuum cleaner behind the household pet, etc. The youth of the contestants was also perfectly in line with Samsung’s positioning.
Results and Effectiveness
This is the largest product integration ever in the Italian market. A total of 220 hours in primetime TV and over 4,000 hours on the direct satellite TV channels. Enormous PR and news outlet coverage. And terrific visibility in the program for Samsung. In terms of sales, the return has been significant for Samsung with regular traffic in-store referring to products seen on-air and a huge media exposure (we estimate roughly over 90% of the Italian population has/will see the program) with minimal cost. The ROI in terms of delivery was 10 times what we normally see from TV.
The Promo / PR Ad titled BIG BROTHER PRODUCT PLACEMENT was done by Starcom Milan advertising agency for brand: Samsung in Italy. It was released in the Oct 2010.