Title | SLIDELINER |
Brand | SAMSUNG |
Product / Service | CURVED HDTV |
Category | A09. Sponsorship or Partnership Campaigns |
Entrant | TRAFFIK Sydney, AUSTRALIA |
Entrant Company | TRAFFIK Sydney, AUSTRALIA |
Advertising Agency | TRAFFIK Sydney, AUSTRALIA |
Media Agency | STARCOM MEDIAVEST GROUP 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 |
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.
Objective: Create awareness amongst sports fans around Samsung’s brand position as 'innovators', focusing on their Curved HDTV range. Problem: Although Samsung’s immersive Curved HDTVs are a game-changing innovation, people aren’t emotionally engaged with the TV category due to the saturation of 'innovation' messaging. Strategy: Create awareness of Samsung’s game-changing technology and brand positioning as 'innovators', by leveraging their Australian National Rugby Team sponsorship, with an immersive sports viewing experience similar to that of watching it on a Samsung Curved TV.
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.
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.