Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Slide 4
  • Slide 5
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3
  • Thumb 4
  • Thumb 5

Samsung Electronics America
The Curve changes everything: How Samsung put TVs into the Golden age of TV

RAN IN: United States

CLIENT
Samsung Electronics America

Todd Pendleton, CMO
Peggy Ang, VP, Marketing
John Lavoie, Director, Brand & Consumer Marketing Communications

AGENCY
72andSunny *Lead Agency

Jason Norcross, Executive Creative Director/Partner
Bryan Rowles, Executive Creative Director/Partner
Barton Corley, Creative Director/Writer
Galen Graham, Creative Director
Tom Johnstone, Group Strategy Director
Andrew Krensky, Brand Director
Hannah Devendorf, Strategist


Starcom MediaVest Group


Edelman


nFusion


FleishmanHillard


SUMMARY

Samsung had been the top-selling TV brand since 2006, yet trailed Sony in brand preference. Our challenge was win over TV buyers with the launch of the worlds first Curved UHD TV. We used what people love about TV-- the content-- to introduce people to the revolution in TV that would make content more immersive: Samsungs Curved UHD TV. This resulted in Samsung becoming the most preferred brand in television for the first time ever.

CASE VIDEO


Hero Medium: TV

Audience: Home entertainment enthusiasts.

Objectives: Brand preference.

Type: Business to Consumer

Classification: National

Language: English