SAMSUNG 3D TV

TitleSAMSUNG 3D TV
BrandSAMSUNG
Product / Service3D TV
CategoryA02. Best Use of Magazines/Newspapers
EntrantCHEIL WORLDWIDE SINGAPORE, SINGAPORE
Entrant Company:CHEIL WORLDWIDE SINGAPORE, SINGAPORE
Advertising Agency:CHEIL WORLDWIDE SINGAPORE, SINGAPORE
Media Agency:STARCOM MEDIAVEST GROUP Singapore, SINGAPORE

Credits

Credits

Name Company Position
Benson Toh Cheil Worldwide, Singapore Creative Director
Carolina Ng Cheil Worldwide, Singapore Head of Copy
Norain Hamid Cheil Worldwide, Singapore Copywriter
Nalla Chan Cheil Worldwide, Singapore Account Director
Daphnie Chong Cheil Worldwide, Singapore Senior Account Executive
Patricia Goh Starcom Executive Director
Natalie Ng Starcom Senior Executive

Results and Effectiveness

Results: Such a print ad execution is the first of its kind, and captured the imagination of the public. Previews of the 3D TV increased visits to the Samsung Flagship Store by more than 230%. Demand exceeded supply, resulting in a backlog, as immediate fulfilment was 40% of orders.

Creative Execution

Idea: Now you don’t watch TV, you experience TV. In a whole new dimension. Implementation: First-ever pop-up ad: To exemplify the depth of 3D, a die-cut 3D pop-up is inserted in the papers, for an ad that is out-of-the-box. The reader turns the page to an eye-popping effect, with images that literally jump out at you from the Samsung TV screen. Why go flat when you can do it multi-dimensional? Samsung 3D TV takes television-viewing to another dimension, a 3D dimension.

Insights, Strategy and the Idea

Objective: Gain mindshare as the world’s first 3D TV. Insight: Target audience is familiar with the concept of 3D from the movies. Now 3D TV brings the experience to the home. With the world’s first 3D TV, television imagery has become almost tactile, and promises an immersive experience in your own living room, like never before.