CANNES LIONS – SILVER + 2 X BRONZE WINNER.
A TV spot that stayed pitchside for 90 minutes.
Built as a live experience, content engine and sponsorship platform.
Problem
Launch a premium priced curved UHD TV and give people a reason to feel why it was different in a crowded category.
Idea
SlideLiner, a four seat couch on a custom track that followed the play on the sideline and turned live football into a demo for the curved, immersive viewing experience.
How it worked
• Installed the SlideLiner track on the sideline so the couch literally followed the action for the full match and stayed in broadcast frame
• Captured the experience from multiple angles and turned it into a library of content that was seeded across stadium screens, broadcast integrations, social video and PR so the story travelled well beyond the seats
• Used the footage and imagery as a platform for promotions, social content and retail, so SlideLiner lived on across Samsung sponsorships and in store
Results
• 101.8 million dollars in earned media
• 8.6 million dollars in sales during the campaign period
• 7.5 percent growth in UHD TV market share
• Silver and two Bronze Lions at Cannes Lions
• The platform was later shipped to the UK and reused as the Samsung Slider at Twickenham for major rugby activations