Samsung Promo, Case study AN UNMATCHED LIFELIKE AVATAR EXPERIENCE by Starcom Singapore

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Industry TV
Media Promo & PR, Case study
Market Singapore
Agency Starcom Singapore
Released April 2010

Credits & Description

Category: Best Use of Print
Advertiser: SAMSUNG
Product/Service: 3D LED TV
Date of First Appearance: Apr 16 2010
Executive Director: Patricia Goh (Starcom Media Worldwide)
Senior Executive: Natalie Ng (Starcom Media Worldwide)
Manager: Wendy Yeo (Starcom Media Worldwide)
Media placement: Newspaper - Straits Times - 16 April 2010
Media placement: Television - Mediacorp TV - 18 April 2010
Media placement: Magazine - T3 - May 2010
Media placement: Radio - Class 95 & YES 93.3 - 28 April 2010
Media placement: Cinema - GV - 21 May 2010
Media placement: Online - Yahoo, Soccernet - 16 April 2010

Insights, Strategy & the Idea
3D technology has been taking over the entertainment space. Movies, billboards and some ads were adopting this incredible user-experience platform. TV was not exception as Samsung was ready to introduce its new 3D LED TVs to the masses. Slight snag….so was everyone else.

With this incredibly cool technology, there has been a staggering increase in 3D TV brands. To diversify Samsung from the other clutter, we had to not only ‘talk the talk’ with consumers but ‘walk the walk’ by immersing users inside the 3D world.

Luckily, potential buyers did not mind high price tags. They simply wanted the best and most up-to-date technology. To appeal to these techies we let them experience Samsung’s 3D technology before it hit the stores. They had a sneak peek into Samsung’s multi-dimensional feel through ads that previewed its awesome 3D effects.

Creative Execution
To recreate the full 3D experience, we crafted a pop-out insertion and applied a multi-dimensional spin across all platforms.

We partnered with Singapore Press Holdings to launch its special 3D edition of The Straits Times. Samsung provided 3D glasses to readers and featured a double-page spread in addition to the 3D LED TV advertisement.

Riding the popularity of 3D movies, we worked exclusively with GV, leading movie operator, to insert our messages into 3D films like Shrek 3 and Toy Story 3.

We also teamed up with Yahoo! and Homepage Metro to fuse interactive elements into Samsung ads. Users could engage with the ad and even sign up to win a Samsung 3D LED TV.

And finally, we immersed techies deep inside the 3D experience at the Samsung Mall Roadshow. Samsung treated consumers to lifelike images from 3D masterpiece, Avatar, to show the value and power behind Samsung’s 3D technology.

Results and Effectiveness
While 3D TV was the hot new item on the shelf, we made Samsung the hottest!
Samsung’s brand awareness increased by 5 percent and Consumer Purchase Intent rose by 30 percent (BUS tracking). Sales of LED TVs skyrocketed by 631% versus the same time-frame one year ago and month-to-month sales for 3D LED TVs increased by 15%. Lastly, our marketing efforts did not go unnoticed, as we were recognized by the Singapore Media Awards and snagged two awards at SPH Ink Awards.

In the end, we made the features of Samsung’s 3D LED TV multi-dimensional and crystal clear.