With a portfolio of 63 television models and 07 soundbar options, the company expects to increase sales by 46% and 93% in value
For the first time, two important dates for both retailers and Brazilians are taking place at the same time: the World Cup and Black Friday. With that in mind, Samsung chose to focus on its television portfolio for its campaigns, with the aim of encouraging people to change their TVs to watch the World Cup.
Despite Black Friday only happening at the end of November, the company’s preparations for the campaign began in September, through the campaign “S a Samsung tem”. The campaign, created by Cheil, focused on Samsung’s new televisions and soundbars.
“We have noticed that there has been an increase in demand for TVs since September and as Black Friday is the day after Brazil’s debut in the World Cup, we understand that the consumer has made plans to already have the product at home. In view of this scenario, the Samsung anticipated the offers, allowing the consumer to be able to buy the products in advance”, explained Thiago Cesar, marketing director of the Consumer Electronics division of Samsung Brazil.
The name of the campaign has also become a functionality in the company’s e-commerce, which helps the user in the purchase journey in four steps, defining which environment the TV will be installed, what will be the main activity, desired screen size and price range intended.
According to Cesar, the reason the company included sound systems in the campaigns came from a survey that showed that Brazilians were no longer interested only in seeing the games better, but in having an immersive experience that combined image and sound. .
“Brazilian consumers are demanding and are always attentive to innovations in the category, which makes it essential that we maintain a constant dialogue with this group. In addition to investing in changing their TV models, the sound upgrade gained more relevance in the journey, that is, the consumer started to add the soundbar to this combo, expanding the feeling of being inside the studio”, explained the executive.
Focused on anticipation, Samsung’s Black Friday “warm up” took place last Sunday (20) through a live shop on the company’s channels, presented by former player and presenter Neto and influencer Amrico Fazio.
Currently, Samsung has a portfolio consisting of 63 television models and 07 soundbar options and, according to Cesar, Samsung’s expectation for the date that united the World Cup of Selections with Black Friday is huge.
“Our huge expectation permeated all our planning pillars.
The engine of growth for the second half, in line with consumer demand, both online and in physical stores, will be precisely large screens and premium TVs, for which we expect a sales increase of 46% and 93% in value, respectively “, concluded the director of marketing.
