Singapore — Samsung is bringing football and television together in its latest campaign “When it matters, watch it on a Samsung,” celebrating two decades as the world’s No.1 TV brand, according to market researcher Omdia.
Created by BBH Singapore, the campaign centres on the brand’s 20-year streak as the global TV market leader with a cinematic hero film inspired by a long-standing football tradition where national teams receive stars for every World Cup victory.
Drawing from this idea, Samsung transforms its 20 years at the top of the TV market into 20 stars, which are dramatically flown across Europe by helicopters before arriving at a packed football stadium for the reveal of a brand new 20-star campaign logo.
Benjamin Braun, Chief Marketing Officer at Samsung Electronics Europe, shared that the campaign celebrates the brand’s long-standing market leadership “in a visually memorable way that football fans would instantly relate to.”
“We’re incredibly proud celebrating Samsung’s achievement with such a powerful brand platform. Especially doing so in a World Cup year when everyone is looking to upgrade their TV,” said Sascha Kuntze, Chief Creative Officer at BBH Singapore.
Rolling out across 25 European markets, the massive campaign spans digital, social and in-store channels, bringing Samsung’s 20-year milestone to life through football-inspired interactive displays and fan-focused experiences.
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