Cannes Lions

CONSUMER ELECTRONICS

STARCOM ITALIA, Milan / SAMSUNG / 2011

Overview

Entries

Credits

Overview

Execution

We went on site to fill the 1,600 square meters of the house with every Samsung product imaginable. 80 Samsung products were placed total, starting from the kitchen (oven, refrigerator, etc.) to the laundry room (washer/dryer, robotic vacuum), from the living room (TVs, tablets, cameras) to the primary area where a gigantic videowall of 30 Samsung screens was installed. Throughout the broadcast studio Samsung screens featured prominently. All Samsung categories, white goods, brown goods, information technology, telephony and audio/video were covered. More importantly, the producers worked with us and Samsung directly over the 6 months (to date) to constantly create scenes and episodes where the Samsung brand figured prominently. For example, the tablet became the gossip weapon of choice in the house, the remote controlled vacuum cleaner behind the household pet, etc. The youth of the contestants was also perfectly in line with Samsung’s positioning.

Outcome

This is the largest product integration ever in the Italian market. A total of 220 hours in primetime TV and over 4,000 hours on the direct satellite TV channels. Enormous PR and news outlet coverage. And terrific visibility in the program for Samsung. In terms of sales, the return has been significant for Samsung with regular traffic in-store referring to products seen on-air and a huge media exposure (we estimate roughly over 90% of the Italian population has/will see the program) with minimal cost. The ROI in terms of delivery was 10 times what we normally see from TV.

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