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Samsung 3D LED TV

The first half of 2010 saw the launch of Samsung’s line of 3D TVs. Our challenge was to successfully launch the new flagship model in order to reinforce the role of the television thereby maintaining sales leadership whilst also building brand leadership.

Whilst presenting the benefits of 3D TV was imperative, we also had to identify an engaging brand context within which to present this new product innovation in order to protect the category and build brand affinity.

Our starting point was TVs functional advantage over other ‘media’ devices – the size and quality of its screen (exemplified by new 3D picture technology). This functional advantage translated into a powerful emotional advantage: the ability to comfortably watch together with others. It spoke to a deep-seated human need for togetherness and to the TVs role as a social enabler.

The solution was to make Samsung the brand that celebrates and encourages shared viewing and that enriches this experience through the introduction of exciting new innovations. Samsung is the brand that is Transforming Viewing Together.

The 2010 3D launch campaign was used by 70 markets, the most truly global campaign Samsung TV has ever ran.

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