SAMSUNG
RE-FRAMING THE VALUE OF THE FRAME TV by putting the focus on the art inside
Challenge
The Frame is Samsung’s leading lifestyle TV, a stunning piece of home technology that displays the best art in the world when it’s not in use. However, design and interiors media focused almost exclusively on the Frame’s ability to ‘fade into the background.’
The challenge become, how do we bring the Frame front and centre?
Strategy
Tell the story of the priceless art inside the Frame.
Idea
We rolled up to the Birchmere Park car boot sale with a show-stopping deal, offering the chance to own billions of pounds worth of paintings for £849 with The Frame TV.
Displayed amongst typical bric-a-brac and decorative finds, The Frame was showcased in a typical boot fair setting which instantly captured attention and stopped seasoned visitors in their tracks. The activation highlighted both the incredible value of The Frame’s Art Store offering and the TV’s ability to display artwork with the look and feel of a real canvas.
To help shape the narrative, we commissioned research revealing the nation’s growing obsession with buying artwork over shopping or going clubbing, which positioned The Frame as the accessible, stylish way for everyone to enjoy iconic art
Impact
30 pieces of earned media coverage
52M total earned media reach
93% of coverage included key messaging around the Frame’s aim to make art more accessible to all as we’re a nation of art lovers
93% of coverage included key messaging around The Frame’s access to over 4,000 artworks via the Samsung Art Store
100% of coverage included the product
30
pieces of coverage52
million in reach100%
mention product and features