Insights, Strategy and the Idea How do you describe 3D to someone who has never seen it? You can’t. It’s impossible to capture the magic of 3D with words and flat images. Samsung faced this challenge as they débuted their first line of 3D LED TVs.The 3D TV market was uncharted territory, open for the taking. Samsung had to make an immediate impact to establish themselves as the owners of the 3D home experience.

Advertisers had yet to deliver a truly unique and impressive activation within this category. While the masses were still upgrading to HD, Samsung wanted to capitalize on the early adopters who were ready for the next big thing. We needed to announce that the future of 3D had arrived, but how could we advertise the wonders of 3D in 2D?Creative Execution To immerse our audience in the feeling of 3D we created the world’s first large-scale commercial 3D projection at the historic Beurs van Berlage in Amsterdam. Imagine walking down the street and seeing a historic landmark crack and crumble right before your very eyes. The windows shatter explosively as giant butterflies emerge from darkness and flutter right over your head. And that’s just the intro.

Our 3D projection transported viewers into an alternate reality, showcasing the awesome power of Samsung’s 3D technology. The projection ran for three nights and was captured by hundreds of visitors on cell phones and cameras, sparking a rampant viral campaign.We used FourSquare, Feest.je, Twitter, Facebook, and YouTube to reach our intended audience and spread videos, photos, and blog posts. After the event, we capitalized on our social footprint by adding an interactive layer with YouTube’s first worldwide game-takeover: from outdoor to viral to interactive viral game!Results and Effectiveness While only 1,000 visitors attended the event, the buzz generated 18% reach of the Dutch population, about 3 million people. News of the event spread to 120 countries, reaching over 50 million people worldwide and the story was covered by 2,000 additional websites and blogs. YouTube reported over one million streams and ranked the campaign as the eighth most-subscribed sponsored channel ever. Most importantly, Samsung increased its share of the LCD/LED market by 25% and 30% respectively in the Netherlands. Samsung garnered its highest TOMA increase (index 193), highest brand preference (index 125), and highest ad recall (index 183).