2013 Winners & Shortlists

The Brief

Samsung was about to launch an entirely new kind of SmartTV – one with motion control and Smart Hub: a world of applications only available through viewers’ handheld devices. For Samsung, this was way bigger than simply launching a new TV set—it was about changing decades of viewing habits. How could they promote their new technology without alienating viewers used to consuming TV passively? On top of that, they had to create the need to own a SmartTV by convincing consumers that TV is now capable of a lot more. "smart interaction, smart content, and smart evolution".

Describe how the promotion developed from concept to implementation

We highlighted each feature through a series of breakthrough banners, turning display from dull, passive advertising into an entertaining, interactive experience. Smart Interaction: In the world’s first motion-controlled banner, users allowed their cameras to be remotely switched on. They’d then see themselves on screen, and could take full control of the banner through hand gestures that matched the motion-control features of the SmartTV. Smart Content: To promote Smart Hub, the banner prompted users to drag and drop one of five popular apps on to a SmartTV screen. When Youtube, Facebook or Skype was chosen, the user’s social page loaded on the SmartTV in real time.users could watch any video within the banner too.

Describe the success of the promotion with both client and consumer including some quantifiable results

Instead of talking about SmartTV, we extended feature trial to the internet and allowed users to experience it, contributing to an 18% MOM increase in SmartTV unit sales accompanied by 35% increase in social media mentions. The banner interaction rate of 10% was twice higher than the Middle East benchmark. While 5 in 10 in the Middle East would allow a banner to expand, 9 in 10 gave us permission to access their personal camera and engage. Users spent about 2 minutes on the banner waving 5 times on average. Did you know people wave more right than left? Sources: Web Analytics & Double Click ad server

Explain why the method of promotion was most relevant to the product or service

"People don’t know what they want until you show it to them" Henry Ford. Instead of talking about SmartTV, we extended feature trial to the internet and allowed users to experience it We mirrored the technology of the SMART TV on to the Digital platform and changed the way users interact with Display advertising. We brought the evolution of a remote-free TV experience live on an ATL medium and triggered a need statement, “this could be daily life!”