Overview

To celebrate the launch of its new 16:9 format visual displays, Samsung asked us to create an engaging integrated communications campaign that would simply explain the true benefits of the new 16:9 standard and so stimulate customers to consider upgrading to it.

To differentiate the Samsung devices from competitive products and to make the new 16:9 format the clear focal point we created the question: “What are you missing?”

Our use of impressive visual scenes here is both eye catching and provides a clear visual dramatisation of the increased viewing area 16:9 provides. The work also features new Samsung products such as the Lapfit, Ecofit, pocket projector and digital photo frame, which reinforces Samsung’s commitment to innovation as well as highlighting the breadth of the overall product range.

The 16:9 hero campaign was launched through press and online advertising, email communication and co-ordinated channel engagement. We also developed a 16:9 microsite, to inform and educate audiences of the benefits of the new format. The campaign stimulated attention, celebrated Samsung innovation and generated consideration across the breadth of audiences for the new products, providing a great showcase for Samsung innovation as well as positioning Samsung at the forefront of the visual display market.