SINGAPORE - To raise awareness of its SUHD lineup of televisions, Samsung engaged Iris Worldwide for a new campaign that seeks to reframe the TV category to consumers increasingly focused on smartphones and tablets.
Titled ‘This is TV Without Equal’, the campaign moves from the traditional focus on features to viewers’ reactions.
Instead of listing technical specs, a series of 30-second spots presents TVs as windows into the shared experiences people love.
In a series of ‘social experiments’, the Iris team invited supposedly unsuspecting consumers into a pitch-black studio for an enhanced viewing experience with the Samsung SUHD TV. As they watched, hidden cameras captured their genuine reactions, according to the company.
The campaign is slated to run on digital and social channels until the end of the year, across Malaysia, Singapore, Indonesia and the Philippines.
Irene Ng, vice president, marketing, Samsung Electronics, Southeast Asia & Oceania:
At Samsung, we always seek to understand our consumers’ needs to better connect with them. Our campaign cuts through the industry jargon and focuses on truly phenomenal and immersive viewing experiences.
Cheng Shu Yau, creative group head, Iris Singapore:
With a product that’s truly a leader in its field, our approach is simple—instead of finding ways to tell a story to promote the product, we simply let the product do the storytelling. And who can be a better ambassador than the viewers themselves. We are glad that the client shared the same vision as us, to purely let the product demonstrate its brilliance without the need for confusing technical specifications.
Campaign Asia-Pacific’s view: We’re not so sure about the people in the viewing room being completely clueless about being filmed; some of the reactions seem staged and the videos all feature an impressively consistent array of really good-looking people (and children).
That being said, points should be given for the attempt to shift away from conventional advertising paradigms when it comes to selling TVs. We appreciate the absence of a roll call of features and specifications accompanied by nothing but outrageously enhanced images filling up the in-shot screens.
In addition, given the distinctive curved silhouette of Samsung’s TVs, we don’t think consumers will have any trouble recalling which model to buy should they find themselves in the market for one.
Client: Samsung Electronics Southeast Asia & Oceania
Vice president, marketing: Irene Ng
Digital marketing director: Kim Jaehoon
Digital marketing manager: Janice Lim
Agency: iris Worldwide
Regional CD, APAC: Grant Hunter
Creative group head: Cheng Shu Yau
Senior creative: Kenneth Chia
FA artist: Evelyn Sow
Digital director: Hans Sabastian
Senior planner: James Honda-Pinder
Group account director: Margaret Leong
Senior account executive: Cai Xinyi