Developing a compelling campaign in the TV category
TVs are tough territory for marketeers. Technology continues to advance, but the benefits consumers derive from TV remain constant. UHD to SUHD? All very well and good, but it still ultimately means better picture quality. Slimmer and slimmer form factors? Fine, but it all ladders back to great design. The trick is how do you extrapolate the real benefit, how do you take what has been the case for years and communicate it in a new and relevant way? In an incredibly competitive world, where it’s hard to differentiate via technology alone, it’s vital that manufacturers can connect with their audience.
Samsung wanted to test a series of early-stage concepts for the campaign of their PUHD TV. This project was the latest in a series of studies we’ve done with Samsung over the last 6 years. We’ve helped them create winning campaigns by listening to consumers around the world.
This was a rapid-fire project – 2 weeks from start to finish! Other campaign projects we’ve done for Samsung have been 5-market studies, but as time was of the essence, we focussed on 2 markets – Germany and the US. Focus groups in Hamburg and Chicago enabled us to explore consumers’ TV attitudes and needs. We tested benefit statements that we’d worked on with the ad agency to understand what creative route might ultimately ‘fly’ in the final TV campaign.
We know our client works fast. So we needed to. After each day of fieldwork, we held an in-field debrief, discussing what learnings we’d made and iterating the benefit statements to rapidly improve and refine them. We wrote a topline the day after field in each market so that our client could feed back to HQ. Our final report, containing an Exec Summary and qualitative scorecards for each benefit statement, was delivered less than a week after fieldwork completion. Our work informed what ultimate benefit the campaign should leverage in order to deliver a compelling message about PUHD TV, revealing how that story should be told slightly differently in Europe versus the US.
The results went up to the highest level at Samsung, and a compelling campaign was created based on the insight from our study.