CHALLENGE

- Create new excitement / WOW moments for the launching event while product features have not change significantly

- Connect the launch to the love of Vietnamese football in order to promote Samsung QLED TV during Fifa World Cup 2018 (in June).

SOLUTION

Together with the product message “ Cuồng Nhiệt Từng Khoảnh Khắc”, we create a consistent and experiential journey with the execution idea of QLED STADIUM:

1. KOLs: Mr. Park Hang Seo, Actor Bình Minh, Actress Ninh Dương Lan Ngọc.
2. Design: we provide the new and unique atmosphere of football stadium where QLED TVs are displayed in special & different way.
3. Performance: we drove people into a football match with crazy feelings via an inspirational opening performance - designed based on the true historical story of U23 Vietnam at AFC U-23 Championship. In the match, Mr KIM CHEOL GI – President of Samsung Vietnam plays as the midfielder who seals the victory with an important goal.
4. Content: we invite Mr. Park Hang Seo - Manager of Vietnam National U23 football team - also Brand Ambassador of Samsung Vietnam, to have a short interview on stage with Mr Kim that connects Vietnamese’s football love with Samsung’s vision.

RESULT

• The execution idea “QLED TV bring your world cup home” is translated excellently.

• Journalists and Dealers are inspired & impressed with the football story that truly match with the new product and marketing direction.

• QLED TVs are displayed in the best executions that highlight the art design and innovative technology.