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| Author | Mia Blakeney |
The 2024 Campaign Media Awards took place on the evening of Thursday 18 April at the Royal Lancaster London Hotel.
Samsung’s "Samsung Big Screen comeback" campaign, by Starcom and DCM, received the Consumer Electronics award.
In order to boost awareness, market share and brand consideration for the Samsung QLED TV, the electronics brand committed 100% of its Consumer TV brand budget to cinema, for the first time ever.
Samsung drew on research from Public Health England, showing that big screen content makes viewers feel a sense of achievement, alongside feelings of ease and pleasure, in their approach to associate the brand with big screen content that truly rewards the viewer.
Working with Starcom and DCM, a Blockbuster Sponsorship package was developed. This meant that, for the entire year, every blockbuster film’s opening week was ‘brought to you by Samsung QLED TV’. DCM Studios created co-branded idents to further associate Samsung with the very best blockbuster big screen content and experience.
The Campaign Media Awards judges described this tactic as “brilliant and brave”, adding that it “puts faith in a channel largely overlooked by brands and planners”.
Samsung’s decision to back only cinema paid off with real world results, proving the unique and powerful value of the medium:
- +13 percentage points: Top of mind awareness to 81% (vs +5% target), +22 percentage points ahead of the second position of LG at 59%.
- +10 percentage points: Brand consideration for Samsung TVs to 50%
- +5% percentage points: Brand purchase intent for Samsung TVs to 40%
The decision to start with cinema has put Samsung TVs back on top – for the first time in 5 years they are the #1 TV brand for consideration and purchase.
Shortlisted alongside Samsung, Starcom and DCM for the Consumer Electronics award were:
- Sky Glass "Sky Glass X Channel 4 Come Dine With Me" by EssenceMediacom UK and Sky
- Samsung "Samsung and Fortnite: into the fold" by Starcom
- Samsung "Samsung Appliances: from tech to trust" by Starcom
- Samsung "Samsung: turning the Z Flip 5 into a British icon" by Starcom
Find out more and view the full list of winners from the Campaign Media Awards 2024.