|Product / Service||CURVED HDTV|
|Category||D01. Integrated Campaign led by Promo & Activation|
|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|
|James Neale||Traffik||Managing Director|
|David Mardon||Traffik||Creative Director|
|David Loughnan||Traffik||Digital Director|
|Adam Harriden||Traffik||Art Director|
|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.
• 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.
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.