Through the campaign conceptualised by Cheil, Samsung has highlighted yet another differentiating innovation – Screen Capture and Sound Capture
BestMediaInfo Bureau | Delhi | April 15, 2014
Samsung’s Joy Plus TV aims to change the positioning for a television. Where other brands have concentrated on just viewing and picture aspects, the latest TVC demonstrates how the consumer can actually benefit from a TV that offers them the advantage of capturing both screen and sound. To drive home this consumer benefit, Cheil India has conceptualised a new TVC for the Joy Plus TV which went on air on March 29, 2014.
The idea behind the campaign was in keeping with Samsung’s legacy as an innovator and leader in the category. This was critical as the entry level LED TV market is flooded with similar offerings with all of them playing on picture quality as the key benefit.
When the Samsung Joy TV was launched in 2013, it came with features such as Ultra Pix (best in class picture quality) along with unique value added benefits including USB-to-USB transfer and Triple Protection Warranty. This year, Samsung upped the quotient in the Joy Plus – a TV that goes beyond being just a TV that is normally only about watching content. The Joy Plus TV comes with added features of Screen Capture and Sound Capture, allowing the consumer to save and store both picture and audio content for later viewing or use. These unique offerings make the Samsung Joy Plus TV ‘Much more than just a TV’.
The central idea of the TVC was built around the thought ‘Like It? Keep It!’ The unique Screen Capture and Sound Capture features and benefits are ably demonstrated through engaging father-daughter stories. One storyline shows how a zebra is captured while being chased by predators in a wildlife programme. This is perfect for the daughter who needs an image of a zebra for her school project. In another one, we see an endearing moment when the two of them dance to some foot-tapping music that has been captured from a dance sequence of a popular movie that has been playing on the television. The Screen Capture and Sound Capture experiences undeniably take television viewing to a new high and making it a companion where one can save and share and be ‘More than just a TV’.
Nima DT Namchu, Chief Creative Officer, Cheil Worldwide SW Asia, said, “With Like it? Keep it!, we have been able to communicate the product feature and benefit very effectively without losing out on the intrigue and entertainment quotient. Besides balancing the product demo with engaging storytelling, sourcing just the right footage of the animals from different sources and making it all look like one seamless sequence was quite a challenge. But our creative team and Razy came through.”
Kundan Joshee, Head – Integrated Services, Cheil Worldwide, SW Asia, added, “Samsung leads the category by innovation and consumers look up to a novel offering in every new launch. In Joy Plus, the product has the amazing never seen before features of Screen and Sound Capture and the task was to bring them alive in a memorable, clutter breaking execution.”
Client: Samsung Electronics India
Brand/Product: Samsung Joy Plus TV
Agency: Cheil Worldwide SW Asia
Chief Creative Officer: Nima DT Namchu
Creative Team: Navin Theeng, Kaushik Saha, Abhishek Chaswal, Debmalya Mitra and Anandita Das
Integrated Services Team: Kundan Joshee, Mohit Mishra, Vikas Negi, Amarpreet Singh and Arjun Puruthi
Production House: Asylum Films
Director: Razy Ghai
Producer: Anju Vaswani