2017 Winners & Shortlists

The Campaign

Week by week, our delay edged closer to Ramadan, the month of sales. A time, proven to find “72% of consumers agreeing that they would wait up to 3 months to buy a new TV during Ramadan instead of paying full price before the sale season.” Simply put, the SUHDTV would launch when consumers mindsets were muddled between high –end TVs on sale and Samsung’s SUHDTV at full price. The odds for success were stacked against us. Samsung was about to lose its leading position to the competition. We had to find a way to sell a product that was not available in market. Given the price of the device, we identified our potential buyers as Early Tech adopters and high net worth individuals. They would look at price, but their hearts would race at quality, uniqueness and the ability to say, I have that and it’s not in market.

Creative Execution

Since we had a very limited budget at hand, we had to use it in the most effective and efficient way to secure the highest pre-orders possible. After collecting and analyzing all our DMP data, we extracted the consumers who showed interest in TV sets and other high-end tech products or even looked for other expensive products that helped us define their high purchase power. We then selectively picked the ones that were most likely to pre-order the device and served them our ad. We also supported our DMP online campaign with targeted, key newspapers and one premium outdoor billboard

We not only hit our target, but did so within half the campaign time. Our data-driven display media efforts also led to a strong conversion rate; 80% of all digital conversions that we achieved were via our Data Management Platform efforts. By the end of the month, we exceeded the target sales by 269%. To celebrate the success the new campaign, Samsung published “Thank you across newspapers for all the consumers who trusted the Samsung brand and pre-ordered a high-priced device that they were yet to experience.

Samsung is the market leader in the TV category, however this year we were facing a fiercer rivalry with competitors launching their latest TV sets in a time where SUHDTV was not available in market. Facing the urgency of communicating the new product to the audience and to help Samsung prevail and sustain its market leadership and overcome the challenge of having missed the product launch when demand & supply are spiking, we decided to challenge the consumer’s purchase journey & habits and turn this situation around by hosting a pre-order campaign overachieving our high-set unit target sellout by 269%

Insights, Strategy and the Idea

Therefore we created the very first pre-order for TV category in MENA, positioning the TV as exclusive, designed for a unique audience and most importantly of “limited availability.” We challenged the way people regularly buy their TVs which involves in-store visits and examinations. We were aiming at reaching consumers who are willing to purchase the most expensive TV set online without having checked its picture quality & design. We created a tailored made solution for Samsung: Data Management Platform. DMP is a unique in-house system that collects consumer online data from different sources (Samsung website, retailers website, CRM data base..) and help us segregate it in a way to find our audience. Using DMP we were able to identify the online behaviors of this niche audience, their likes, and most importantly how and where to reach them in a cluttered environment bombarded with TV ads featuring sales & discounted offers.