SAMSUNG LEVANT

Samsung increased ad recall by up to 9 points after using an augmented reality filter on Instagram to help people picture what a new TV would look like in their own homes.

THE STORY
Bringing great ideas to life

Samsung Electronics is one of the world's largest consumer electronics manufacturers. The company is part of the Samsung Group, a global conglomerate founded in Seoul, South Korea, in 1938.

9-point

increase in ad recall in Jordan

7.9-point

increase in ad recall in Iraq

3.4-point

lift in favorability in Jordan

3.3-point

lift in favorability in Iraq

Augmented reality has provided Samsung customers with a real-life experience through their handsets at a time when many people were reluctant to visit showrooms in person. This, coupled with the Euros football tournament, helped increase online sales across our entire range of TVs.
ARAM MALATJALIAN, ESTORE DIGITAL MARKETING MANAGER, SAMSUNG LEVANT
THE GOAL
Raising brand awareness

Samsung wanted to raise awareness of its new range of Neo QLed 4K and 8K televisions in Jordan and Iraq, and encourage more people to buy online at a time when the coronavirus (COVID-19) pandemic had closed many retail outlets.

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THE SOLUTION
Augmented reality, real decor

Samsung appealed to people on Instagram with a series of eye-catching video ads that led to an interactive experience using an augmented reality filter.

Once people had viewed a video ad for the new TVs, they were invited to see how one of the Neo QLed range might look in their own home. The augmented reality filter allowed people to place virtual Samsung TVs in their real-world space by using the camera in their phone.

The augmented reality filter was developed by Samsung in collaboration with Pixel Chefs, a Facebook Creative Partner, and was one of the first to be used in the Jordan/Iraq region.

The campaign ran from July 5–21, 2021, and achieved:

  • 9-point increase in ad recall in Jordan

  • 7.9-point increase in ad recall in Iraq

  • 11-point increase in ad recall in Iraq for Gen Z

  • 3.4-point lift in favorability in Jordan

  • 5.3-point lift in favorability in Jordan for Gen Z

  • 3.3-point lift in favorability in Iraq