Samsung's new campaign asks consumers to enter a pitch black room

Samsung has partnered with creative agency Iris Worldwide, to create an experience with its Samsung SUHD line up of televisions.

The "This is TV Without Equal" campaign will run across selected markets in Asia Pacific on digital and social media channels. The campaign moves the traditional focus on the TV and its features – to viewers reactions – to highlight the SUHD TV range’s superior picture quality and immersive viewing experiences.

In a series of social experiments, the Iris and Samsung team invited unsuspecting consumers into a pitch-black studio for an enhanced viewing experience with the Samsung SUHD TV. But what they don’t know is that cameras are around to capture their genuine reactions to the film.

At the end of the viewing experience, the consumers’ expressions were played back to them and many were caught by surprise at how engrossed they looked. Their dramatic expressions captured during the viewing process effectively demonstrated the immersive power of the SUHD TV.

Irene Ng, vice president, marketing, Samsung Electronics, Southeast Asia & Oceania said, “At Samsung, we always seek to understand our consumers’ needs to better connect with them. Our campaign cuts through the industry jargon and focuses on truly phenomenal and immersive viewing experiences.”

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Cheng Shu Yau, creative group head at Iris Singapore said, “With a product that’s truly a leader in its field, our approach is simple – instead of finding ways to tell a story to promote the product, we simply let the product do the storytelling. And who can be a better ambassador than the viewers themselves. We are glad that the client shared the same vision as us, to purely let the product demonstrate its brilliance without the need for confusing technical specifications.”

Campaign credits:

Client: Samsung Electronics Southeast Asia & Oceania
Vice President, Marketing: Irene Ng
Digital Marketing Director: Kim Jaehoon
Digital Marketing Manager: Janice Lim
Agency: iris Worldwide
Regional Creative Director, APAC: Grant Hunter
Creative Group Head: Cheng Shu Yau
Senior Creative: Kenneth Chia
FA Artist: Evelyn Sow
Digital Director: Hans Sabastian
Senior Planner: James Honda-Pinder
Group Account Director: Margaret Leong
Senior Account Executive: Cai Xinyi