/samsung/ — ATL+BTL
ORB-003 · Samsung · 2023
QLED 8K · The Sharpest Launch
Launching Samsung's sharpest QLED 8K line yet — a category-defining rollout across ATL reach and BTL retail experience.
CLIENT
Samsung
YEAR
2023
SCOPE
Full-funnel campaign
CHANNELS
TV, OOH, Digital, Retail, PR
DISCIPLINE
ATL+BTL
/context/
Samsung needed to re-assert category leadership in premium TVs against fast-moving competitors closing the spec gap. The QLED 8K launch had to land as an unmissable, unmistakably premium moment — not another spec-sheet ad.
/approach/
We built a single visual system — The Sharpest Launch — spanning a hero film, OOH takeovers in key districts, and an in-store experience letting shoppers see the panel's clarity against real 8K footage.
- National TV + digital video hero film
- OOH domination across Ho Chi Minh City and Hanoi
- In-store demo pods engineered for the sharpest possible first impression
/the orbit effect/ — ATL × BTL
ATL carried the film to mass awareness within the first two weeks; BTL closed the loop with in-store demo pods that converted foot traffic into hands-on trials — the two systems reinforcing rather than competing for the same attention.
QLED 8K — The Sharpest Launch — hero film · 0:60 (ATL anchor, recut into 6s / 15s for BTL retargeting)
/outcome/
The launch became Samsung Vietnam's most-viewed TV campaign film to date, with in-store conversion measurably ahead of the prior QLED generation's launch quarter.
12.000.000
Views
3.200.000
OOH Reach
+18%
In-store Uplift
45 articles
Earned Media