Advertiser: Samsung Malaysia Electronics Sdn Bhd Brand: Samsung 3D LED TV Creative Agency: Leo Burnett KL Credits: Connie Tan (Senior Media Manager), Lee San San (Media Group Head)
Samsung’s LED technology is well known and received by consumers but consumers still perceive Sony as being the TV technology pioneer. This was a challenge is for Samsung when they introduced the first 3D LED Full HD TV, owning the 3DTV sphere. Adding to the challenge, advertising fund was limited.
Footies, pre-dominantly males, crave for best viewing experience while watching their favourite football team playing. With World Cup 2010 less than 2 months away, Samsung saw an opportunity to drum up the 3D TV experience i.e. watching World Cup in 3D will never be the same again. We want to show footies that with Samsung 3D LEV TV, they will have the best football experience – best surprises, controversy, suspicion, killer upsets and overtime thrillers.
What more a better way to showcase 3D in a traditional 2D medium, using lenticular printing technique on the front covers in the top two tech magazines – HWM and PC.com. The 3D effect was brilliantly brought to live in magazines. On the cover of these magazines, readers are able to see the image change or move when they viewed them from different angles. This gave the readers a different experience while reading.
Within a short period of time when magazines were issued, the TVs were sold out. Customers were placed on waiting list because of the unexpected demand. Samsung AV Product Manager achieved top sales performance in May 2010 and was awarded a placement on the Samsung Malaysia Electronics’ Wall of Fame.