The Challenge​
Samsung is the biggest TV brand in America. But competitors had closed the picture technology gap and our brands were becoming indistinguishable. So we decided to shift from complicated tech specs to simple benefits (bigger is better) and from rational differentiation to emotional distinctiveness. Our objective was increasing super big Samsung TV sales.​
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The Strategy​
Our premium TV intenders were sports fanatics, movie buffs, competitive gamers. We could leverage their passions as emotional reasons to upgrade to a super big Samsung TV, to make their experience of what they love even better. We focused on movie fans, working with media agency Starcom to size this audience, and understand the platforms, brands and channels that we could utilize to authentically engage with this audience. We partnered with a brand revolutionising how we watch movies on TV: Netflix. Together we would demonstrate that Samsung’s super big TVs are made for Netflix’s biggest movie premieres.

The Solution​
Made for the Biggest Premieres - focused on 6Underground, Netflix’s biggest holiday movie:​
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6 Underground trailer drop – a “Trailer Warning” that ran before the trailer, warning fans about how big the movie would be, so it needed to be experienced on a super big Samsung TV. We then targeted movie fans with hard-working OLV, social and digital assets that persuaded them that if they wanted to watch the biggest movie of the year, they were going to need a bigger TV - a Super Big Samsung QLED.​
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Pre-Black Friday Announcement - ahead of the movie premiere, we dropped the world’s first ‘ad-within-an-ad-within-an-ad’, featuring 6 Underground’s Ryan Reynolds promoting our super big TVs, his new movie, and his own brand, Aviation Gin.​
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Movie Premiere - in response to Ryan’s ad-within-an-ad-within-an-ad, we surrounded his premiere by taking over all the media in Hudson Yards (and on his IMDB page) to remind fans that the best way to experience his movie was on a super big Samsung TV.