We replicated the use of Samsung’s Smart TV on a website, enabling consumers to experience the wonders of Smart TV through their computers or mobile device. We transformed the interface of Spain’s leading digital newspaper, elpais.com, so that when you went to the site, it looked exactly like it would if you saw it on a Samsung Smart TV F8000.

From their computers, users could creatively interact with the ‘fictitious TV’ by using their mobile devices or tablets as a remote control to navigate the different sections/apps in the ‘Smart TV Hub’. It was just like being in front of our Samsung Smart TV!

Seamless integration between content and advertising ensured that viewers could continue reading the news in real time while using the TV features, so that the campaign was not intrusive. Users could choose to explore the areas that interested them, all through the simulated Smart Hub interface.

The campaign skyrocketed Samsung into 1st place for Purchase Intent – for the first time ever - and for Brand Preference (surpassing Sony)! The hugely successful digital campaign achieved 26% awareness - almost double last year’s initiative.

The interaction rates were outstanding! 8.6% well above Spain’s market average (5.96%).

The campaign generated tremendous PR, showcased in every trade magazine and major news throughout Spain, crossing borders and featuring in the Wall Street Journal.

The users had a chance to live a unique experience through the comfort of their own computers, in a perfect and balanced integration of content and advertising.