Approach
Off the back of a successful partnership in 2022, Narta tasked Media Merchants with the objective to continue to promote Samsung in market as the leader in AV technology, once again leveraging the passion, excitement and wow moments live sport ultimately delivers. 2022 saw an incredibly strong campaign in market, with 113 minutes of premium in-stadium advertising delivered, over 10.9m impressions across TV screens in pubs and clubs and digital platforms, as well as extension into the 2022 A League season across key matches through premium LED signage. The approach for 2023 was to build upon this, by delivering more sport, more exposure and more longevity in market and of course continue the path to purchase through participating Narta retailers.
Amplification
A cross media approach was selected to ensure Samsung alongside participating retailers were the key brands present at those key sporting moments that ignite emotion and engage fans. With a partnership focussing on more “wow” moments across various touch-points, the 2023 recommended included boosted assets at major sporting stadiums with resulting broadcast TV included across AFL, with extension into both NRL and BBL. This activity was supported by a targeted digital strategy through SEN with bespoke TV advertising covering off live sport matches running in key pubs, clubs and commercial venues. The extension into additional codes of NRL and BBL ensured exposure to a new and relevant audience, with Samsung and participating Narta retailers at the core of the campaign.
