A June initiative leveraging spiking soccer interest around UEFA Euro 2020 saw Samsung UK seek to shift televisions through a football rules themed campaign which offers fans a chance to test their own judgment against VAR decisions.
The objective of the initiative is to promote the Samsung Neo QLED 8K range and its ‘ultra-detailed 8K viewing experience, object tracking sound technology and 3D surround sound stadium experience which the brand positions as ideal for watching football.
The multi-channel marketing initiative, which was built on insights generated by brand research which found that UK football fans are confused by the rules of the game, is led by Samsung KX’s ‘Neo QLED VAR Challenge’ offers customers an opportunity to step into the shoes of the referees and make their own controversial VAR decisions in 8K detail.
The in-person experience, shot entirely in 8K using the Samsung Galaxy S21, launched in London’s Coal Drops Yard on 9 June and for those not able to be there in person also runs on a bespoke branded VAR Challenge microsite.
Offside or onside? That’s for you to decide… Try our Samsung #NeoQLED 8K TV, VAR Challenge now at #SamsungKX https://t.co/TTqFwGaaXf pic.twitter.com/mQxgZvWmTQ
— Samsung UK (@SamsungUK) June 9, 2021
The campaign also sees ex-England footballer-turned pundit Karen Carney help demystify the game’s most confusing rules in new content series called ‘Samsung KX Presents: The Rules of Football’.
This strand saw an online film series through which Carney explains the top 10 trickiest rules of the game; from how red and yellow cards are used, to when penalties are retaken and how the offside rule works.
The campaign is further supported by social content running across Samsung UK online channels.
Score up to £499 off a Q-Series soundbar when you buy a selected Samsung 2021 TV. Then you can finally give the finest in footie the attention it deserves ⚽ https://t.co/9G6RIJSgQw pic.twitter.com/psaF0mRQDr
— Samsung UK (@SamsungUK) June 11, 2021
It’s vs and this match deserves a truly phenomenal screen. For@craigxmitch it’s his awesome Samsung #NeoQLED 8K TV with state-of-the-art soundbar. Game definitely on…⚽ https://t.co/ulXOtmhIj4 pic.twitter.com/doQYhvY0NW
— Samsung UK (@SamsungUK) June 18, 2021
“The rules of football can be a complexed matter and it is easier and more enjoyable to watch football if you know why terms like ‘the-second last opponent’ are so important to affecting decisions,” said Carney. “Samsung KX’s The Rules of Football series aims to give fans of all levels of exciting content so they can really get involved, enjoy the tournament and get behind their team.”
“We’re all gearing up for a summer of sport and looking forward to supporting our home teams following a tough year,” added Director of Samsung Showcase KX Tanya Weller. “The new Neo QLED VAR Challenge at Samsung KX is the perfect opportunity for football lovers to step up to the plate and show just how much they know about the game.”
The campaign followed on from brand research which polled 2000 Brits and found that 85% of UK football fans admit to be baffled by the modern rules of the game (with offside and handball proving the most confusing), while 31% don’t understand when VAR should be used yet 64% feel the virtual assistant referee is a good long-term thing for the game and 41% think it will get better once the technology improves and fans get used to it.
The same research also found that 64% of Brits say they are more likely to buy a new television for major sporting events.
Leave a comment
You must be logged in to post a comment.