Samsung Galaxy Note 10 | Fun TV Shop Campaign | Clapboard

TV Shop

Description

In November 2019, Samsung Kazakhstan launched an innovative film campaign called TV Shop, created by Cheil agency to promote the Galaxy Note10 and Note10+ smartphones. Targeting tech-savvy millennials fascinated by creating quirky, TikTok-style videos, the campaign cleverly leveraged the nostalgia of the VHS era, incorporating retro music, fashion, and the characteristic quirks of old TV shopping shows such as classic glitches, overacting, and heavily hairsprayed hosts. This unconventional approach was necessary as traditional 30-second or one-minute commercials could not fully convey the Galaxy Note10’s advanced features and innovative capabilities. By adopting the familiar and humorous TV shop format, the brand positioned itself as approachable and self-aware, resonating with an audience eager to engage with content that playfully mocks retro trends while highlighting cutting-edge technology. The campaign’s distinctiveness was further amplified by the involvement of Kurazh Bombei, a renowned voice actor famous for narrating popular shows in CIS countries like Big Bang Theory and How I Met Your Mother, lending the commercial a recognizable and trustworthy voice. Available in Russian, the campaign also encouraged audiences to explore the new devices through social media channels such as VKontakte, Instagram, and Facebook, offering contests, prizes, and updates that enhanced digital engagement. Including direct purchase links and information about promotions through samsung.kz and a dedicated phone line, the campaign combined humor, nostalgia, and detailed product presentation to create a memorable brand experience that successfully captured the imagination and attention of Kazakhstan’s millennial consumers within the electronics and technology market.

Credits

Client

Samsung

Agency

Cheil, Cheil Kazakhstan, Almaty, Kazakhstan

Creative Director

Nurlan Satarov

Senior Copywriter

Dauren Shubayev

Producer

Aida Suraganova

Online Business Part

Danil Ivanov

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