We landed on a compelling proposition: a full ad break on the Discovery Channel entirely curated by Samsung. Moreover, this break’s commercials were all played on the screen of an actual Samsung Galaxy SIII phone.

We decided to play to television’s strengths – live images/sound and high quality production content – to demonstrate phone functions including 'slide', 'share', 'dual screen' and 'touch'. The demo transitioned elegantly between spots and maintained focus on the phone’s unique tools. Among the ads was a spot for Tele2 (a Telecom operator) that featured a Galaxy SIII price offer, and the overall break culminated in a Samsung spot, concluding the presentation seamlessly.

We were able to command the entire ad break, illustrate the possibilities of the phone dynamically and quickly communicate the message that our technology is smart, innovative, and part of an organic user experience.

Our campaign managed to create a wide and effective impact with our key audience. A third of our target group reported seeing the Discovery ad break, and 80% recognized that the main message was to showcase the Galaxy SIII’s unique functions. A full 51% described the Galaxy SIII as 'innovative', while an impressive 53% touted Samsung as being 'user-friendly'. The biggest increase in brand sentiment had 58% of the audience saying the device was 'smart'.

Samsung now sits at number one in Norway in both cell phone and total electronic device volume.