Silver Spike

Case Film

Presentation Board

Product / ServiceCURVED HDTV
CategoryA02. Use of Live Shows/Concerts/Festivals
Entrant Company TRAFFIK Sydney, AUSTRALIA
Advertising Agency TRAFFIK Sydney, AUSTRALIA
Production Company ANTONYM Sydney, AUSTRALIA


Name Company Position
James Neale Traffik Managing Director
David Mardon Traffik Creative Director
David Loughnan Traffik Digital Director
Adam Harriden Traffik Art Director
Dan Hickman Traffik Producer
Andrew Lovell Traffik Operations Director
Jason Ho Traffik Account Manager
Dan O Mara Traffik Head Of Design
Arno Lenior Samsung Chief Marketing Officer
Ian Bell Samsung Head of Marketing Communications
Tony Brown Samsung Group Marketing Manager – Consumer Electronics
Olga Tsompanidis Samsung Marketing Manager - Audio Visual
Trinette Seqeira Samsung Assistant Marcomms Manager – Brand Experience & Events
Dan Canham Samsung Marketing Manager – Corporate Brand
An Huynh Samsung Marketing Assistant AV
Cheryl Tang Samsung Marketing Communications Manager - Audio Visual
Annelise Rowe Samsung Corporate Partnerships Executive
Alex Dalby Traffik 3D Designer

Brief Explanation

At its core, the Samsung SlideLiner campaign featured a branded, live sports viewing experience offering fans a level of immersion never before achieved as a means of tangibly communicating Samsung's game-changing TV technology, and brand positioning as innovators. The campaign was anchored to a national retail promotion, led by Australian rugby legend Nathan Sharpe, enabling fans the opportunity to experience this highly sought after, money-can't-buy experience first hand when they purchased a Samsung Curved HDTV.

The Brief

• Business objective/s: Drive Curved HDTV sales. Grow Samsung’s HDTV market share 3%. Drive Samsung's TV portfolio 2% yoy. • Brand objective: Improve brand “desire”. Problem: Although Samsung’s Curved HDTVs are game-changing innovation, consumers aren’t engaged because of the saturation of 'innovation-based' TV messaging, consumer confidence free-falling from 110.3 (Nov 2013) to 92.9 (May 2014) and brand tracking showed Samsung lacked the emotional pull of competitors. Strategy: Create awareness of Samsung’s game-changing technology and positioning as 'innovators' by leveraging their Australian National Rugby Team sponsorship with an immersive sports-viewing experience similar to that of watching it on Samsung Curved TVs.

Describe the success of the promotion with both client and consumer including some quantifiable results

Our coms objective was to reach sports fans without being lost amongst sponsors: SlideLiner articles appeared in 105 countries, reached 34million people, and achieved $101,806,202 in earned media (3854%ROI). The website generated 100,000+ visits in first month. YouTube generated 1,000,000+ views in the first week. Business objective 1: Drive sales of Curved UHDTV Range. Result: $8.6m(30%) of Samsung HDTV annual sales were achieved during the six-week campaign. Business objective 2: Grow Samsung’s Ultra HDTV market share by 3%. Result: SlideLiner drove a 7.5% increase in Samsung’s UHDTV share, with weekly market share 5% higher than previous year. Business objective 3: Leverage the new Curved Range to drive the wider Samsung TV portfolio. Result: SlideLIner resulted in an 8% quarter-on-quarter sales lift and a 7% increase versus the same time in 2013. Brand objective: Improve brand “desire”. Result: SlideLiner grew brand desire to the highest levels since tracking was introduced.

Explain why the method of promotion was most relevant to the product or service

Samsung SlideLiner was a 4-person ‘couch’ mounted on an 80m track next to the sideline. Activating at international rugby games against teams including the New Zealand All Blacks, it enabled participants to slide in-line with the action, simulating the immersive experience of watching the game on a Samsung Curved HDTV. By doing so, demonstrated Samsung’s ‘innovation’ credentials in front of millions. Equipped with built-in tablets, SlideLiner enabled users to control on-board cameras, and share to social, creating unique 'couch cam' content. The SlideLiner campaign launched with an earned media strategy. Audiences were directed to a digital hub showcasing Samsung’s Curved HDTV range, and a retail promotion to win seats, reinforced through TV/digital brand advertising featuring rugby legend Nathan Sharpe. A replica SlideLiner toured the country enabling fans and media to experience it themselves, and have film of them doing so stitched into the TVC, to share to social channels.