Target audience: consumers in the Nordics (age 20-40)

Target media: broad news media and credible magazines focusing on innovation, tech and gadgets.

Pr planning: The planning process led us to some key insights. The interest for TV series is strong and growing in the Nordics and many people feel really sad when their favorite series comes to an end. Hypnosis which is well used in modern psychology and has the potential to make people forget certain memories could be a solution for consumers mourning the end of their favorite series.

Strategic approach: to develop a new and innovative digital service that enabled people to forget their favorite TV-series. Make the solution so unique that it could interest global key media so that they would share the story, making it even more credible and relevant for our target media in the Nordics. Everything aligned with QLED messaging on the campaign site.

We created Unspoil me – the world’s first digital hypnosis, available for the entire world to experience - together with the famous hypnotist Fredrik Praesto. An interactive web experience where people watched and listened to an audio track to get hypnotised. To prove that the hypnosis did work, we identified a well known Game Of Throne-fan, and hypnotised her into forgetting Game of Thrones, so that she could experience it again – on a Samsung QLED TV.

Unspoil me was launched via extensive press material, media pitches and the concept movie where we hypnotized the GoT-fan and we also utilized Samsung’s own social media channels to the fullest. Initially, we targeted key international media to gain legitimacy and credibility. We also encouraged media to test for themselves.

The campaign was launched in december 2017 and the activation towards media, influencers and social media was ongoing until end of January 2018.

The news about Samsung’s digital hypnosis went viral and created a media reach well over 380 000 000 impressions. Unspoil me was featured in major news outlets all over the world, newspapers, radio, TV and influencers all experienced the hypnosis to craft their own unique media story. We even hypnotised people on live television. Over 350 000 people visited the site and in total people spent over 22 000 hours in hypnosis – that’s over two years. During the campaign period, the online search for Samsung QLED TV increased with 500% on the target market, proving the business value of e truly bold and innovative idea.

Media outputs: More than 220 articles about the campaign world wide. More than 380 000 000 impressions in total and the campaign organically sparked big forum discussions. Overall tone and messaging in line with target. The campaign (and thereby Samsung) was described as truly innovative in a vast majority of the articles.

Target audience outcome: More than 550 000 visitors to the, QLED branded, campaign site. In total, people spent over 22 000 hours on the campaign site in the hypnosis.

Business outcomes: online searches for Samsung QLED TV increased with 500% on the Nordic market during the campaign period.