With a world of amazing content at their fingertips, Samsung TV customers get exclusive access to a wealth of fantastic shows for free on Samsung TV Plus, but many aren’t using it. The problem is low awareness of the product as well as customer perception of the service. Samsung challenged FOTW to create a bold new communication to engage with audiences and unpack the benefits to get people watching.
We were asked to create an awareness piece that informed and excited existing TV customers about the vast range of shows on offer that are absolutely free!
With awesome content ranging from kids shows, movies and documentaries available 24/7 the challenge was to create a clear narrative where the vast array of genres could live side by side, whilst also entertaining the viewer and clearly explaining the product benefits.
To begin with we focussed in on clearly demonstrating the product benefit. The highest priority was to communicate what it was and how to use it. Research informed us that audiences commented on how impressed they were with how slick the TV Plus interface was and it’s intuitive ease of use – This was our jumping off point. We zoned in on the slickness of the EPG’s navigation which would be a great way to house a wide variety of shows side by side as well as visually show volume.
We also needed to inform viewers that Samsung TV customers automatically have TV Plus installed on their TV’s, but that they also have a free app giving them access to watch shows ‘anytime and anywhere’. This led us to think about how we could visually show this? The coin dropped that we should bring the TV Plus menu to life – We decided to have the menu pop out of the TV and take the viewer on an exciting journey.
This mechanic would be a great way of showcasing TV Plus being watched on different devices, as well as visit a wealth of environments where the huge variety of shows could be shown at different times of day.
Creating work which offers future adaptability to give customers maximum value is something we always consider. Upfront we knew the creative execution for Samsung TV Plus needed to be easily updatable so content could be periodically refreshed. This campaign would also be rolled out across Europe, so relevant territory specific shows would need to be swapped out, as well as the commercial be broadcast in a variety of languages including French, German, Spanish and Italian. Following Samsung’s strong visual identity, we animated all the on-screen messages using typography in a playful way. This helps support the engaging voice over whilst keeping them updateable, allowing for efficient translation into multiple languages.
With this creative brief we felt the best approach would be a 3D animation solution. This would be cost effective, giving us complete control over every aspect in each scene as well as future proofing the advert for updates of newer content.
This ad needed to exude everything that Samsung stands for, so we got to work building a series of stylish 3D environments and a variety of Samsung TVs & devices. As the free service is not just limited to four walls, so we also feature the portability with Samsung’s mobile app on a Samsung Galaxy phone and tablet.
Our first project with Samsung has made a huge impact and has been received so well, that it is now being showcased in Samsung’s London flag ship store, to help educate an even wider audience.