Samsung Promo, Case study WHOLE NEW DIMENSION by Impact BBDO Beirut

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Industry TV
Media Promo & PR, Case study
Market Lebanon
Agency Impact BBDO Beirut
Associate Creative Director Nancy Timani, Florence Basseux
Executive Creative Director Walid Kanaan
Art Director Lyna Domiati
Copywriter Marie-Noelle De Chadarevian
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: CTC
Product/Service: SAMSUNG
Date of First Appearance: Mar 5 2011
Entrant Company: IMPACT BBDO, Beirut, LEBANON
Executive Creative Director: Walid Kanaan (Impact BBDO)
Associate Creative Director: Nancy Timani (Impact BBDO)
Associate Creative Director: Florence Basseux (Impact BBDO)
Art Director: Lyna Domiati (Impact BBDO)
Copywriter: Marie-Noelle de Chadarevian (Impact BBDO)
3D Designer: Malek Rizkallah (Impact BBDO)
Marketing Coordinator: Nayla Mouawad (Impact BBDO)
Owner: Eddy Cherfan (CTC-Samsung)
Group Marketing Director: Georges Azar (CTC-Samsung)
Group Account Director: Claude Checralah (Impact BBDO)
Media placement: On Site Location In Mall (Bench, Car, Escalators, Trolleys) - CITYMALL - 5 March 2011
Insights, Strategy & the Idea
SAMSUNG was the 1st in the world to introduce the 3D TV and the 1st in Lebanon to launch it. Naturally, Samsung also wanted to be the 1st to leverage the 3D TV experience.
The objective was to create hype and awareness around the SAMSUNG 3D televisions, inviting consumers to shift from 2D to 3D.
In order to do so, we had to bring to life a full-size idea that would create a positive surprise effect and lift the brand image even further, reinforcing its position as an innovative leader.
Creative Execution
4 ambient ads were set in the most frequented shopping mall in Lebanon where the shoppers were tricked into perceiving 3D elements: an escalator, shopping carts, a car and a bench.
Once at close proximity or at a different angle, they discovered what triggered them was in fact a “trompe l’oeil” with the message:
Everything will look flat after your SAMSUNG 3D TV experience.
Results and Effectiveness
This ambient, in addition to the total work that launched the SAMSUNG 3D TV in Lebanon, propelled SAMSUNG into 1st place in terms of awareness, recognition and sales.
The ambient ads attracted a great number of people of all ages and different backgrounds. The passers-by were clearly highly intrigued and interacted positively with the brand.
Advertising-fun was taken to a whole new dimension!