Communicate to premium TV buyers that Samsung 8K picture resolution is comparable to reality. The biggest challenge was that the product itself was not available to demonstrate the technology.

Samsung’s new 8K TV looks ‘real’—they call it ‘perfect reality’. So for launch at IFA Berlin, Europe’s biggest consumer electronic show, we put a twist on the typical billboard by creating a series of ‘real posters’. At first glance, they looked like regular posters. At closer inspection, passersby saw real actors, real props and a real set—crafted by award-winning cinema production designer Patrick Lumb. The posters turned heads on the streets and online. Like the 8K TV they made viewers question what’s real and what’s not.

The goal was to raise awareness and create anticipation for the release of Samsung’s 8K TV range amongst premium TV buyers. However, as the TVs weren’t available for us, we had to find another way to demonstrate ‘perfect reality’ and build excitement for a new era in picture resolution. By bringing Hollywood set design to the outdoor medium, we delivered a deeply immersive experience - that like the 8K TV made the viewer question what’s real and what’s not.

Working with award-winning production designer Patrick Lumb, we took Hollywood set design to the outdoor medium. Each three-dimensional space took hundreds of hours to create, being meticulously crafted and informed by Lumbs expertise. The choice of materials, costume, lighting and makeup involved in each ‘Real Poster’ was sketched and planned months in advance. This resulted in the production of three highly distinct ‘Real Posters’ in the streets of Berlin. Between August 31 - September 2, 2018 we used tech influencer social channels and our own (Twitter, Facebook and Instagram) to drive awareness and support our ambient effort. All channels led to the 8K product page on samsung.com

A film about the posters went viral, attracting 34 million views and counting. This helped make Samsung the most talked-about TV brand at IFA 2018. During the month of September, Samsung was estimated to have for the first time crossed the 50% mark for market share in the premium TV ($2,500 and above) segment.