REVELATIONS for Samsung

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REVELATIONS

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Industry TV
Media Promo & PR, Case study
Market France
Released August 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: SAMSUNG ELECTRONICS
Product/Service: 9000 SERIES LED TV
Director, Corporate Marketing: Hee-Il Shin (Samsung Electronics France)
Chief Executive Officer: Irina Henry (Henry Conseil)
Director: Gilles Chazal (Petit Palais, Museum of Fine Arts, Paris)
Curator: Charles Villeneuve de Janti (Petit Palais, Museum of Fine Arts, Paris)
Director of Public Relations and Press: Florence Medard-Catel (Samsung Electronics France)
Chief Executive Officer: Jean-Luc Blais (JLB Events)
Account Director: Gwenola Vilboux Baume (Henry Conseil)
Chief Executive Officer: Olivier Saignes (La Forme Interactive)
Chief Executive Officer: Jean-Christophe Bernard (Snarx-fx)
Chief Executive Officer: Olivier Trucchi (Signature)
: Serge Theron (GL Events)
: Guillaume Chanteloube (Reparaction SAS)
Photographer: Patrick Gripe
Media placement: Article - LA TRIBUNE, LES ECHOS - 24 August 2010
Media placement: Article - CONNAISSANCE DES ARTS, LE JOURNAL DES ARTS, LA GAZETTE DE L HOTEL DROUOT, TELERA - 1 September 2010
Media placement: Article - STRATEGIES - 16 September 2010
Media placement: Article - NOUVEL OBSERVATEUR, LE POINT - 16 September 2010
Media placement: RADIO Show - FRANCE INTER - 24 September 2010
Media placement: RADIO News - BFM, RFI - 25 September 2010
Media placement: Article - LE JOURNAL DU DIMANCHE, LE PARISIEN, OUEST FRANCE, REPUBLIQUE DU CENTRE, 20 MINU - 26 September 2010
Media placement: Online Reviews - Lesnumeriques.com, Avcesar.com, Erenumerique.com, Gamongirls.com, Itrnews.com - 27 September 2010
Media placement: TV News Report - FRANCE 3, MCM - 29 September 2010
Media placement: Article - MADAME FIGARO, FEMME ACTUELLE - 9 October 2010
Summary of the Campaign
The TV has become a commodity, and its industry one of intense price-competition.
In this environment, Samsung, the No.1 TV manufacturer in France, needed to differentiate in order to uphold its leadership position.
The challenge consisted in leveraging the launch of the LED9000 series to change the customer's perception of the TV set.
Our agency developed a strategy based on an event of considerable scope for the general public: the organisation of an exhibition of masterpieces featuring the brand's LED screens at the Museum of the Petit-Palais in Paris.
PR designed the experience as an educational journey; the masterpieces were brought to life through a combination of knowledge and technology, using immersion films and artistic content developed specifically for the event.
Besides the exhibition, the campaign included:
- Four celebrity endorsements
- A partnership with Art magazine 'Connaissance des Arts'
- One VIP event
- A dedicated website
The exhibition set a new record with 56,000 visitors over a single month, more than the previous 'Yves Saint-Laurent' and 'Rembrandt' record-breaking events.
Extensive coverage in the French media generated over 28 million contacts.
The campaign truly redefined the TV as a Gateway to Culture and Beauty.
The Situation
The TV has become a commodity, and its industry one of intense price-competition.
The general public finds it difficult to keep track with the industry's technological trends (LED, 3D) and to understand the benefits associated with the latest features - which are often communicated in a cold technical language that does not necessarily appeal to them.
In this environment, Samsung, the No.1 TV manufacturer in France, needed to differentiate in order to uphold its leadership position and justify its premium strategy.
The Goal
The campaign was intended to reach a triple PR objective for the client:
- To boost the brand's reputation with the general public and consolidate its leadership position
- To showcase the technological innovation and design of the new screens
- To develop the brand's cultural sponsorship
Three objectives that were not necessarily linked, but which the agency united within a single campaign.
The campaign was chiefly thought up and designed for a family public. The challenge was to arouse an interest in pictorial art in first-time visitors – particularly younger generations – though the vector of television.
The Strategy
Our PR strategy was based on an event of considerable scope for the general public: the organisation of an exhibition of masterpieces using the brand's LED screens at a museum of high standing in Paris.
Taking up the concept of Malraux's Imaginary Museum, we updated it through the use of new technologies: forty masterpieces would be brought to life using the brand's screens and a collection of "immersion" films. The films, developed specifically for the event, would provide viewers with numerous keys to interpretation for each painting.
By giving the products this totally different visibility with the general public, we expected the campaign to make them stand out from their competition and to position them as gateways to Culture and Beauty.
Finally, thanks to the new artistic content, the campaign would have a long-term future above and beyond the museum experience.
Execution
- We approached several museums to present its concept of a digital exhibition
- The Museum of the Petit-Palais was looking for a family-style, educational exhibition for the European Heritage Days
- An agreement was reached after six months of negotiations
- A partnership was signed with Art magazine 'Connaissance des Arts' to produce the exhibition catalogue and a series of interviews with celebrities
- Our agency recruited those celebrities: author Bernard Werber, producer Eve Ruggieri, three-star chef Eric Fréchon and astrophysicist Jean Audouze
- A team of service providers was set up, including a theatre designer, film producers, and technicians to set up the exhibition
- We consolidated the budget, oversaw the exhibition's set-up, organised the inauguration evening and managed media PR.
Under the scientific supervision of the Petit-Palais, the campaign ran according to plan and lasted one month.
Documented Results
The exhibition set a new record with 56,000 visitors over a single month, more than the previous 'Yves Saint-Laurent' and 'Rembrandt' record-breaking events. During the opening weekend, the Petit Palais registered the maximum quota allowed: 3,000 visitors per day.
Extensive coverage in the French media (TV, press, Internet) generated over 28 million contacts.
Over one month, the client gained product visibility in a space of over 700 m² in the heart of Paris.
A single campaign thus achieved several objectives: it made the new flagship brand stand out from the competition by providing totally different visibility for the products with the general public; it boosted the sponsorship policy desired by the client, and it created new content that will help to enrich the brand's applications store. The campaign thus has a long-term future above and beyond the museum experience.