Brief by Samsung CZSK
QLED communications strategy in the past had seemingly “equalised OLED and QLED”
so consumers may have perceived QLED as the challenger brand and OLED as the market leader.
Create a campaign that establishes QLED as industry-leading television technology.
Tech-literate people understand technical jargon and technical comparisons
To speak the language of the general person, we must make a simple and clear distinction between OLED and QLED without using technical jargon
A positioning campaign that simultaneously positions OLED TV as old tech and QLED TV as new tech
There is a similarity in pronunciation of OLED and OldLED
With contextual activation and an interesting message, consumers could resultantly perceive OLED as OldLED
POSM Key Visuals
When it comes to advertising TVs, it is the norm to use vivid imagery full of colour. So how do you stand out? By doing the opposite (monochromatic art direction). No headlines or sub headlines are necessary, the visual and the hashtag say it all.