Samsung Electronics America: TV is Art - The Frame

Samsung, the technology company, promoted its new 'The Frame' TV by leveraging a partnership with industrial designer Yves Behar and Sotheby's in the US.

Campaign details

Brand: Samsung Electronics AmericaAgency: Allison Partners

Situation

From super-thin screens to 4K technology, TV manufacturers have had to get creative to keep people in front of the tube. According to the annual Mintel Digital Trends survey report, 6% fewer respondents intend to buy a TV in the next 12 months compared to 2016. Industry analysts attribute this rapid decline to growing consumer preference to stream content on smaller screens.

Against this backdrop Samsung Introduced its latest Innovation at CES 2017, The Frame TV. Developed in partnership with renowned industrial designer Yves Behar, the TV is...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands