Title | SAMSUNG 3D TV |
Brand | SAMSUNG |
Product / Service | 3D TV |
Category | A02. Best Use of Magazines/Newspapers |
Entrant | CHEIL WORLDWIDE SINGAPORE, SINGAPORE |
Entrant Company: | CHEIL WORLDWIDE SINGAPORE, SINGAPORE |
Advertising Agency: | CHEIL WORLDWIDE SINGAPORE, SINGAPORE |
Media Agency: | STARCOM MEDIAVEST GROUP Singapore, SINGAPORE |
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: 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.
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.
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.