Samsung and iris Worldwide capture viewers’ reactions in an immersive viewing experience

Samsung partners with iris Worldwide to create an immersive and captivating experience with its top-of-the-range Samsung SUHD line up of televisions.

Titled ‘This is TV Without Equal’, the campaign moves the traditional focus on the TV and its features – to viewers’ reactions – to highlight the SUHD TV range’s superior picture quality and immersive viewing experiences.

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In the era of smartphones and tablets, the TV category is fighting for relevance to an audience that is settling for “good enough”. To challenge this mentality, the team at iris reframed the Samsung SUHD TV as a window into the shared experiences people love, instead of getting caught up in the mega-pixel game everyone else is playing,

In a series of ‘social experiments’, the iris team invites unsuspecting consumers into a pitch-black studio for an enhanced viewing experience with the Samsung SUHD TV. But what they don’t know is that cameras are around to capture their genuine reactions to the film.

At the end of the viewing experience, the consumers’ expressions were played back to them and many were caught by surprise at how engrossed they looked.

Their dramatic expressions captured during the viewing process effectively demonstrated the immersive power of the SUHD TV.

Irene Ng, Vice President, Marketing, Samsung Electronics, Southeast Asia & Oceania said, “At Samsung, we always seek to understand our consumers’ needs to better connect with them. Our campaign cuts through the industry jargon and focuses on truly phenomenal and immersive viewing experiences.”

Cheng Shu Yau, Creative Group Head at iris Singapore said, “With a product that’s truly a leader in its field, our approach is simple – instead of finding ways to tell a story to promote the product, we simply let the product do the storytelling. And who can be a better ambassador than the viewers themselves. We are glad that the client shared the same vision as us, to purely let the product demonstrate its brilliance without the need for confusing technical specifications.”

Credits –

Digital Marketing Manager: Janice Lim