The QLED TV is capable of displaying one billion colors. So we decided to launch it with a film made using them all. Combining data science and filmmaking, we created a film where every scene was crafted to allow us to capture the widest color range possible. In order to know exactly how many colors we had, we built an algorithm to count every color in the film. However, during the development of the algorithm, we found that throughout the post-production process, video content actually loses color due to the multiple rounds of compression. We modified our algorithm to enable counting and then restored the colors that had been lost, to ensure that we used all billion colors the QLED TV could display. We then used the online version of The Billion Color Film to drive viewers in-store to experience all one billion colors exclusively on the QLED TV.

Implementation - The Billion Color Film went live online where a call-to-action drove viewers to see it in person at their local retailer where the film served as a demonstration of the full range of the QLED’s color potential.

Timeline - We launched the campaign to coincide with the launch of the QLED TV in May 2017.

Placement - The campaign was live online and in-stores.

Scale - The Billion Color Film was a global campaign that ran on QLED TVs in-stores around the world.

Action/business results – Launch sales for the QLED TV were up by +31% in comparison to the launch of their previous comparable model in the same period of time.

Immediately following launch, awareness of the QLED was 23% higher than competing brands.

Samsung’s QLED campaign site received 21 million impressions in the first two weeks of launch.