We had to raise a problem of shape inconsistency between flat screens and round eyes. We created a fictional startuper Alex Bessonov. He lived rather active social life, gaining friends and haters all around the web. Alex invented Eye Flattener – a device that makes your eyes flat as TV screen. Using his website and social networks Alex launched a viral video promoting Eye Flattener. This video made him an instant internet celebrity in Ukraine. On the peak of his popularity we used a viral-infected audience to launch Samsung Curved TV campaign with a message “Perfect shape for human eye”.

Despite of Alex Bessonov disputable invention he was perceived as a real personality. Realistic image & invention “close-to-reality” helped us to achieve KPIs comparable with real Ukrainian celebrities.

Over 250 000 views of his video on YouTube.

Around 12000 messages received in social networks.

Over 120 mentions in online media.

And 4 conference and TV show invitations.

Samsung Curved TV campaign was amazingly welcomed as people liked the idea of TV screen following the shape of an eye. As a result we got: Samsung became a leader of UHD TV category.