Samsung Home Appliances bespoke range takes the spotlight
Samsung UK partnered with iSite TV to produce their sponsorship ads for Channel 4. These were created to drive brand awareness and help push Samsung’s home appliance division towards the top 3 brands for consideration in the market.
Challenge
iSite produced a series of sponsorship idents varying from 5, 10, and 15 seconds to showcase Samsung's new bespoke product range in a light-hearted and engaging way. A key part of the brief was to demonstrate Samsung's new features in the home. iSite's purpose-built production studio is equipped with cutting edge lighting, cameras, modular sets, and green rooms as well as client review areas. The iSite Samsung team created brand-approved living spaces to authentically place the bespoke product range into a natural setting suitable for the target demographic.
Results*
The Sunday Brunch partnership was pivotal in helping to change the perception of Samsung appliances. As a result of the sponsorship, Samsung were able to achieve their goal of being the top 3 most searched brands in the category on Google.
The performance didn't just stop at the consideration change, it carried over to several other areas to. Familiarity with Samsung appliances was 13% higher with the exposed audience vs the control. This led to upticks in wanting to know more about the brand, with 92% saying that the Sunday Brunch partnership made them more curious about Samsung Appliances.
While the partnership was designed to work in the long term, Samsung are already seeing increases in sales across the products most featured. This includes built-in ovens, fridges and freezers, and vacuum cleaners.
*Source ThinkboxTV
