The phenomenon of “Binge watching” TV-series in one sitting is becoming even more popular as people across the world discover the giddy thrills of Netflix, Amazon Prime and on-demand box sets. Our TV viewing habits have changed substantially, to the extent that it’s not uncommon for an entire series to be released in one go, making way for the inevitable binge (see everything from “Orange is the New Black” to “Daredevil.” The irony is though, that with all this entertainment at our fingertips, few of us have the spare time to watch it all. To take advantage of this, Samsung has launched the “The Catch-up Grant” campaign in Nordic Europe to promote their new SUHD (super high definition) TV.
Samsung has launched the “The Catch-up Grant” campaign in Nordic Europe to promote their new 60 inch SUHD
In order to avoid the day-to-day stresses of “Real life,” the grant recipient will be sent to an isolated temple in the Himalayas where they will be able to catch up on all of their favourite shows (and perhaps discover a few new ones) on Samsung's new SUHD TV, a TV the company are hailing as their “Crowning glory,” with a gigantic 65 inch curved screen, a screen resolution four times greater than full HD and advanced nanocrystal technology that delivers 64 times more colour than the previous model. Whilst staying in the Buddhist retreat, the winner will also receive compensation for their time spent there, so they won't need to worry about missing work!
The grant recipient will be sent to an isolated temple in the Himalayas where they will be able to catch up on all of their favourite shows
Samsung's main advertising agency in the Nordic region, DDB created the campaign, crafting not only the promotional film, but also a bespoke microsite where consumers could upload a thirty-second film explaining why they deserve the chance to get their hands on the Catch-up Grant and watch TV in the Himalayas. A jury will then select the eight most compelling entries, which will go on to a final competition in Stockholm. The campaign ran between the 21st September and the 26th of September and was made up of a campaign site, various online films (scattered amongst this vey article), social media films and banners.
DDB created not only the promotional film, but also a bespoke microsite where consumers could upload a thirty-second film explaining why they deserve to win
Henrik Lethagen, marketing manager at Samsung, said: “A common topic of conversation nowadays is the fear of missing out. We don't have time to keep up with episodes of all the fantastic series out there, and the fear of being left behind in the ongoing pop culture conversation becomes a source of stress. The Catch-up Grant is here to help those in need.” Daniel Mencák, lead creative at DDB, added: “To be able to leave your everyday life behind and truly immerse yourself in TV-series would be a dream-come-true for many people. That’s why we decided to meet the demand and go all the way with it. 100 days of quality popular culture on Samsung's best TV is, in its own way, a spiritual experience.”
