To increase sales of TVs above 75 inches, Samsung wanted to reframe perceptions of big screen TVs being “too big, too ugly and too costly”. Ti developed a creative suite centred around the passion points of sport, games and movies, and led the conversation via a microsite and targeted ad campaign that included animated banners, landing pages and EDMs customised to four customer segments. Inhouse data analysts provided weekly and monthly reporting of page performance and, with digital activities supported by catalogue and point of sale collateral.