Samsung Promo, Case study 3D LED TV by Starcom London

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Industry TV, TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United Kingdom
Agency Starcom London
Group Account Manager Anna Kasby
Released April 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: SAMSUNG
Product/Service: TELEVISION
Date of First Appearance: Apr 12 2010
Business Director: Katie McAuley (Starcom)
Associate Director: Russell Pirie (Starcom)
Group Account Manager: Anna Kasby (Starcom)
Head of Emerging Platforms: Oliver Newton (Starcom)
Audio Visual Manager: Suzy Casey (Starcom)
Investment Manager: Mark Grady (Starcom)
Media placement: TV - Terrestrial And Multichannel - 19th April
Media placement: Press - National Press And Newspaper Supplements, Magazines - 25th April
Media placement: Cinema - 3D Films - 14th May
Media placement: OOH - 6 Sheets In Proximity To Mobile Phone Stores, UK's Largest OOH Site IMAX - 10th May
Media placement: Online - Youtube Homepage Takeover, Xbox In Game, Viral Seeding - 17th April
Media placement: Search - Google, MSN, Yahoo, Youtube, Video Search - 12th April

Insights, Strategy & the Idea
In August 2010, Samsung launched the world’s first 3D LED TV. In the wake of Avatar 3D mania, we had a brilliant opportunity to take a leadership position in the 3D category.

To lead the category, we needed scale. We couldn’t do the obvious and focus only on 3D environments – the reach was simply too small. However, traditional mass media could not do the technology justice and this raised some tricky questions:

- How could we launch a TV without relying on traditional broadcast channels (eg TV)?
- How could we sell the magic of 3D TV without using 3D technology?

We identified a sweet spot of ‘enhanced viewing experiences’; places where HD and 3D content were being viewed and enjoyed. Gaming was important within this; proprietary research showed that gamers were twice as likely to buy new technology, and were the main advice point for new technology buys.

Creative Execution
From all dimensions, we focused on delivering enhanced digital viewing experiences.

On XBox Live, we created a dedicated Samsung 3D channel, offering exclusive and free downloadable content (gamer avatars, screen themes, the making of the ad etc), which enabled the influential gaming audience to declare and share their interest in Samsung 3D TV.

In parallel, we partnered with YouTube, the digital home of video content. To ensure enhanced viewing quality, in a UK first, we showed Samsung content only before 3D film trailers and HD content, capitalising on the heavy promotion by movie studios and distributors on 3D movies and creating a powerful link between Samsung and 3D.

On day of launch, we premiered the TV ad on the YouTube homepage including interactive components to further enhance the experience, building buzz for the official TV launch spot in the centre break of the 2010 Champions League Final on ITV.

Results and Effectiveness
We wanted large scale, and we got it:

- The campaign reached 87% of all UK adults online; 35m people.

The audience embraced Samsung’s enhanced experiences:

- We had 200,000+ downloads of content from our XBox Live channel
- Our unique YouTube targeting stimulated huge interest, with click-through rates over 30x higher than the YouTube norm
- Traffic to the Samsung site increased by 1,200% during the campaign

We wanted to lead the category. We lead the category:

- All 3D TV stock sold out within week one, and Samsung now has a 92% share of the 3D TV market.