| Brand | CTC |
| Product/Service | SAMSUNG |
| Entrant | IMPACT BBDO Beirut, LEBANON |
| Category | Use of Ambient Media: Large Scale |
| Entrant Company: | IMPACT BBDO Beirut, LEBANON |
| Advertising Agency: | IMPACT BBDO Beirut, LEBANON |
| Media Placement: | OMD Beirut, LEBANON |
Results and Effectiveness
This ambient, in addition to the total work that launched the SAMSUNG 3D TV in Lebanon, propelled SAMSUNG into 1st place in terms of awareness, recognition and sales. The shoppers were clearly highly intrigued and interacted positively with the brand. Advertising-fun was taken to a whole new dimension!
Creative Execution
4 ambient ads were set in the most frequented shopping mall in Lebanon. The passers-by were tricked into perceiving 3D elements (an elevator, shopping carts, a car and a bench) only to discover what triggered them was in fact a “trompe l’oeil” with the message:
Everything will look flat after your SAMSUNG 3D TV experience.
Insights, Strategy and the Idea
SAMSUNG was the 1st in the world to introduce the 3D TV and the 1st in Lebanon to launch it. Naturally, Samsung also wanted to be the 1st to leverage the 3D TV experience by implementing an idea reinforcing its position as an innovative leader.
The objective was to create hype and awareness around the SAMSUNG 3D televisions, inviting consumers to shift from 2D to 3D.
Credits
| Walid Kanaan |
Impact BBDO |
Executive Creative Director |
| Nancy Timani |
Impact BBDO |
Associate Creative Director |
| Florence Basseux |
Impact BBDO |
Associate Creative Director |
| Lyna Domiati |
Impact BBDO |
Art Director |
| Marie-Noelle de Chadarevian |
Impact BBDO |
Copywriter |
| Nayla Mouawad |
Impact BBDO |
Marketing Coordinator |
| Claude Checrallah |
Impact BBDO |
Group Account Diretor |
| Sirine Tueni |
Impact BBDO |
Account Manager |
| Malek Rizkallah |
Impact BBDO |
3 D |
| Eddy Cherfane |
CTC-Samsung |
CEO |
| Yasmina Cherfane |
CTC-Samsung |
Marketing |
| Georges Azar |
CTC-Samsung |
Group Marketing Director |