Case Study for Agency
03-1033216-631

Samsung High Definition Televisions
“The Official HDTV of the NFL”

Situation:
As a rising competitor in the high definition television market,
Samsung was historically outspent by their competition.
Samsung was in a unique position among competition, as they were
producing HDTV’s across all four technology categories. In order to
challenge the established brands, Samsung had to raise their awareness
and preference.
To launch their campaign during December and January would ensure
presence in the strongest period for TV sales of the year – driven by
the holidays and people's desire to be part of the football season.

Marketing Challenge:
Defining a brand in the competitive High Definition Television Market.

Application of Solutions:
To build the Samsung TV brand across all four technologies in one
effective marketing campaign and effectively communicate Samsung’s
brand message.

The target was aimed at: people who are passionate, creative and
appreciate excellence. They use technology to enhance their daily lives
and have a high interest in consumer electronics and are willing to
spend more money.

The strategy focused on making Samsung the genuine HDTV brand for High
Life NFL fans – with nothing more being legitimate than being the
Official Sponsor of the NFL.

To bring this strategy to life 4 legendary NFL quarterbacks were
enlisted in the campaign and each was associated with a technology
(LCD, DLP, Plasma and SlimFit CRT).

To reinforce the communications an integrated program and elements were
used to bring the strategy to life, including: TV spots, radio & print,
Promotions, in-retail POP, product clings, FSI advertising, Field
Marketing teams, Retail Channel promotions and NFL viewing parties.
Ground-breaking online initiative (micro site, ad online ads, banners)
– over 1 billion impressions generated.

The Results:
The Samsung/NFL TV spot overall recall was +34% and brand recall was
+33%.
Drove unaided awareness +12%.
Brand preference rose +12% and most preferred increased +7%.
Market share increased from 6.6% to 11.4% and outpaced industry growth
in all four technologies – specifically in the fast growing LCD and
plasma segments.
Program received 151% ROI (vs. 100% goal) – further strengthening the
success of this integrated communication program.