More and more people are looking for technologies that provide a unique experience and that offer the best in terms of sound and image, especially when it comes to football, a true worldwide passion. And that’s what Samsung shows in its campaign “The Magic is On”developed by the Brazilian agency Fbiz for all of Latin America, Central America and Mexico to highlight different items from the brand’s portfolio so that fans can experience the magic that sport conveys.
The campaign’s proposal is to show a parallel between the magic of football and the almost magical experience of watching games anytime, anywhere in a universe connected by Samsung, with new formats and greater interactivity.
The films, recorded in 8K resolution, bring together stories of people interacting with the brand’s products, such as a group of friends mirroring or connecting their Galaxy S22 and celebrating a goal through the portable screen of The Freestylethe vibration of the stadium seen from above on the screen of a Neo QLED 8K like the sound of the crowd reverberating through the Soundbar Q-Series?? In other scenes, a fan wearing his lucky shirt that he just collected from the 3 in 1 connected washer and dryersomeone controls the Table S8 the air conditioning WindFree or trigger the Jetbot AI+ vacuum cleaner to collect that popcorn that fell on the floor, while another person visualizes through the screen of the Family Hub that there are more friends coming home.
Watch here the national film of the new Samsung campaign:
Production is by Stink with stage direction by Pedro Tejada. By the way, a curiosity: the campaign won a certificate of neutralization from Eccaplan, a green seal for production in Porto Alegre. All recyclable material used during the recordings was destined for reuse, in addition to offsetting the entire emission of polluting gases generated by energy, fuel, among other points. It is a recognition that dialogues with the values of Fbiz, Stink and, above all, Samsung, which has SolarCell, a remote control that appears in the films and does not require batteries and can be recharged by sunlight.
During the development period, Fbiz did extensive research to delve deeper into the campaign’s intended messages. A monitoring of 170,000 mentions on social networks throughout Latin America was carried out in a quantitative study with 800 individuals in the same region. In this process, for example, there were around 48,000 mentions in Latin America, in 2021, using terms such as Magic or Magic football related.
According to Arthur Wong, Director of Marketing for Samsung Latin America, the Latin American consumer seeks an increasingly complete experience, through superior image quality and greater immersion in content. He says:
“The campaign faithfully illustrates the benefits and differentials that Samsung’s connected products provide for this audience that consumes the very best in technology so that they can enjoy the best experience when watching football matches in the living room or anywhere else. ”
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