Our first large-scale client was Samsung back in 2018. We were thrilled that such a well-known mega-brand would entrust Encore with such an important campaign. Thinking back on it now, winning the business was one of the most important developments of my career.
But it happened for two reasons: One, our client had worked with us before at our old agency and had a high degree of confidence in our work. And two, the thinking was sound, based on real consumer data.
Here’s the story of how it unfolded.
SITUATION
“Why upgrade my TV now, when my current TV is the best I’ve ever owned?” That’s the dilemma facing consumer electronics leader Samsung. The quality of their TVs has improved so much in recent years that consumers lack a solid reason to upgrade.
But not for hardcore video gamers. The data shows that they’ll significantly outspend the average consumer to optimize their gaming experience.
And Samsung QLED Televisions deliver an unmatched experience for gamers.
CONSUMER INSIGHT
Given Encore’s data-driven approach to experiential marketing, we started by digging into the consumer data about video gamers.
We found that gamers are driven by the social experience of gaming. 56% of gamers prefer to compete with other players when playing console games. Forget about the stereotype of the loner guy playing games in his dark basement.
But what underpins this social interaction? It’s the thrill of competition. Serious gamers thrive on competition, whether it’s informal games with their buddies in the living room, or the 67% of gamers who wish there were more formal competitions or tournaments for gamers.
67% of gamers wish there were more formal competitions or tournaments for gamers.
OUR SOLUTION
Given those insights we knew that we needed to create a live competition: The Samsung QLED Gaming Experience gave serious gamers the opportunity to play one of their favorite games – Forza Motorsport 7 – in a live, head-to-head contest for prizes from Samsung and partner Xbox.
Gamers experienced firsthand exactly how Samsung QLED delivers the optimal gaming experience. We premiered the experience at E3 – the largest video game conference in the world – and toured it to dozens of events over the course of the summer.
In addition to the competition, guests experienced a three-minute demonstration of the Samsung QLED TV in a state-of-the-art projection mapping room designed to fire the emotions of gamers.
To amplify the launch event we pitted YouTube star Typical Gamer (7.5MM followers) with actual racecar driver Tanner Faust (770k followers on Facebook) in a head to head race that earned 7.2MM impressions alone.
Independent research results indicated a positive ROI for the Samsung QLED TV Gaming Experience. Consumers were thrilled too, with 95% of them “Extremely Satisfied (59%) or “Very Satisfied (36%) with their experience.
