Samsung Promo Samsung: SAMSUNG LED 3D TV by Muse Amsterdam, Starcom Amsterdam

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Industry TV
Media Promo & PR
Market Netherlands
Agency Muse Amsterdam
Creative Director Sander Ejlenberg
Art Director Liat Azulay
Client Service Director Michael Littaur
Designer Elano Collaco Do Monte Teixeira, Cas Hamers
Agency Starcom Amsterdam
Released June 2011


Cannes Lions 2011
Media Lions Other Consumer Products (including Durable Goods) Silver

Credits & Description

Type of Entry: Product & Service
Category: Other Consumer Products (including Durable Goods)
Advertiser/Client: SAMSUNG
Product/Service: LED 3D TV

Chief Strategy & Innovation Officer: Richard van der Wilk (Starcom)
Director Digital & Operations: George Goudsblom (Starcom)
Sr. Consultant Communication & Media: Suzanne Bertus (Starcom)
Sr. Consultant Digital & Media: Sabine Poort (Starcom)
Creative Director: Sander Ejlenberg (Muse Amsterdam)
Art Director: Liat Azulay (Muse Amsterdam)
Planner: Karlijn van den Berg (Muse Amsterdam)
Account Manager: Julien Rappy (Muse Amsterdam)
Project Manager: Wouter Donkers (Muse Amsterdam)
Designer: Elano Collaco do Monte Teixeira (Muse Amsterdam)
Designer: Cas Hamers (Muse Amsterdam)
Client Service Director: Michael Littaur (Muse Amsterdam)
Marketing Manager: Raymond Mesterom (Samsung Electronics Benelux)
Product Manager: Hans de Jong (Samsung Electronics Benelux)
Online Campaign Manager: Monique van Overveld (Cheil Netherlands)
Founder Media Monks: Wesley ter Haar (Media Monks)
Creative Account Manager: Xander Amo (Media Monks)

Results and Effectiveness:
While only 1,000 visitors attended the event, the buzz generated 18% reach of the Dutch population, about three million people. News of the event spread to 120 countries, reaching over 50 million people worldwide and the story was covered by 2,000 additional websites and blogs. YouTube reported over one million streams and ranked the campaign as the eighth most-subscribed sponsored channel ever. Most importantly, Samsung increased its share of the LCD/LED market by 25% and 30% respectively in the Netherlands. Samsung garnered its highest TOMA increase (index 193), highest brand preference (index 125), and highest ad recall (index 183).
Creative Execution:
To immerse our audience in the feeling of 3D we created the world’s first large-scale commercial 3D projection at the historic Beurs van Berlage in Amsterdam. Imagine walking down the street and seeing a historic landmark crack and crumble right before your very eyes. The windows shatter explosively as giant butterflies emerge from darkness and flutter right over your head. And that’s just the intro.

Our 3D projection transported viewers into an alternate reality, showcasing the awesome power of Samsung’s 3D technology. The projection ran for three nights and was captured by hundreds of visitors on cell phones and cameras, sparking a rampant viral campaign.

We used Foursquare,, Twitter, Facebook, and YouTube to reach our intended audience and spread videos, photos, and blog posts. After the event, we capitalized on our social footprint by adding an interactive layer with YouTube’s first worldwide game-take-over.
Insights, Strategy and the Idea:
How do you describe 3D to someone who has never seen it? You can’t. It’s impossible to capture the magic of 3D with words and flat images. Samsung faced this challenge as they débuted their first line of 3D LED TVs.

The 3D TV market was uncharted territory, open for the taking. Samsung had to make an immediate impact to establish themselves as the owners of the 3D home experience.

Advertisers had yet to deliver a truly unique and impressive activation within this category. While the masses were still upgrading to HD, Samsung wanted to capitalize on the early adopters who were ready for the next big thing. We needed to announce that the future of 3D had arrived, but how could we advertise the wonders of 3D in 2D?