Billed as the most strongly contested, and newest, category in the CASBAA TV Advertising Awards 2007, the Best Integrated Campaign award went to Samsung HD’s ‘Redefining the Beauty of the World’ Campaign on National Geographic Channel (NGC HD). Aimed at introducing the advantages of High Definition, the regional campaign leveraged on the launch of NGC HD. A series of on-air vignettes and Samsung HD television spots allowed audiences to enjoy the Beauty of the World in HD and recognize its benefits. These vignettes were also shown at Samsung retail outlets, Harvey Norman and at Singapore Changi Airport, where special factoids were also created to educate viewers about HD. Other elements such as onground displays and consumer road shows were utilized to integrate the Samsung brand into the NGC HD environment providing it with tangible, accountable opportunities to directly engage viewers through multiple entry points. The sponsorship of key programming strands, together with an interactive microsite and online contest further augmented Samsung’s association with the best of National Geographic Channel and HD programming. On the provenance of the campaign, Samsung Asia Pte Ltd’s GM corporate marketing David Henry explains that the company adopts a systematic approach to exploring 360 degree campaigns, looking beyond television commercials (TVC’s) to integrated activities from on-air to on-ground, online and print to touch their target audience with consistent messages at everyconceivable level. This approach, says Henry, has been especially critical for (their) HD campaign due to the nature of the topic. “HD is a major technological breakthrough, and marks a giant industry shift. There is a need to educate consumers on this shift, which spot buys alone cannot achieve. Besides, as a technology, HD needs to be experienced by consumers for them to believe its benefits, which is why the integrated campaign incorporates onground activities and the use of HD content, to enable consumers to see, hear and feel this amazing technology for themselves. Through introducing them to HD and the benefits it brings to their lifestyles, the campaign also helps Samsung bond with end users. “Integrated campaigns define the marketing trend and are the way forward for Samsung to bond with consumers at every level. Samsung will continue to explore other avenues where integrated solutions will have the greatest impact.” He says that each medium has its distinct advantages, and an integrated approach enables marketers to harness the unique strengths of each. “For example, the digital platform is uniquely suitable for personalized and peer-to-peer communications that enhance Samsung’s interaction and bonding with consumers, and is therefore an essential part of our integrated marketing approach.” And Henry explains that an integrated approach enables Samsung to create and build compelling stories, through leveraging multiple consumer touch points while communicating consistent messages. “For example, our HD campaign used television ad spots to inform consumers about HD’s benefits, while the online medium engages them on a more personal level, all of which came together to reinforce Samsung’s leadership in HD with maximum impact.” And for the ‘Holy Grail’ of all advertising activity, measuring marketing effectiveness? “Apart from brand metrics such as reach, impressions, aided/unaided awareness, and top of mind etc., Samsung also conducts surveys for strategic campaigns such as the HD campaign. Our survey found that Samsung has successfully built strong leadership perception in LCD TV, especially among National Geographic viewers – where 31% cited Samsung as their top of mind HDTV brand. Close to one out of three (32%) respondents who said they would buy a HDTV in the next six months also cited Samsung as their top choice, the highest among all LCD TV brands. Furthermore, Samsung also garnered the highest awareness as a brand that currently offers HD-ready TV sets (67% were aware of at least 1 of 2 Samsung TVC’s used in the campaign).”