Ryan Hughes: Strategy & Creative Development
Advertising for TVs on TVs is an odd proposition to begin with. Bring that into a warehouse setting where attention spans are fleeting, sound is unreliable and display settings are less than ideal, and you’ve got a pretty good recipe for ineffective marketing dollars.
We knew that in order to be effective in that kind of environment, we’d have to really strip down key benefits into tiny, digestible nuggets - essentially using the space as moving billboards. We also knew that featuring content the shopper could picture watching in their own home was far more effective than the typical TV attract reel faire. That meant that staying fresh and relevant to current popular entertainment properties was going to be the most effective course of action, but licensing agreements are fleeting - and sometimes downright tenuous. So, we had to develop a system that would work with a wide range of properties and cover a variety of different selling propositions, but keep the option of switching out messaging or visual equity without missing a beat.
Since Samsung TVs typically came in at considerably higher price point than their competition, and technical specs were often deliberately obtuse, and unhelpful in indicating superiority that would justify a sometimes 2X consumer cost, we decided to create a template for ourselves starting with a simple question: Why is Samsung worth more? To which we answered: because you get more. More color. More definition. More reliability. More of basically whatever you’re into. From there, we just chose to when focus on which single key benefit and supporting RTBs - and swap relevant content or TV models in and out according to whichever Blu-Ray or game release was a retailer big bet, or matched current sale inventory.