Shrines of Glory
Samsung + Learfield
Research, Strategy, Campaign, Digital, Social, TV
Insight.
Samsung wanted to promote their Neo QLED big screen television and its numerous features. But consumers often wait a decade before purchasing a new TV, regardless of the latest upgrades in technology. Samsung needed to find a way to break through consumers’ purchasing apathy and inspire excitement about the Neo QLED TV. We encouraged Samsung to target college football fans, whose obsession with their teams would make them more receptive to investing in a game-changing viewing experience.
Idea.
College football season provides a prime opportunity to connect with diehard fans looking for the best way to watch their favorite teams play. Through Learfield’s partnerships with schools across the country, including many of the top collegiate football programs in the Power 5 conferences, we crafted the “Shrines of Glory” campaign. For each of the twenty largest college football programs in the country, we created and produced bespoke visuals and storytelling that spoke directly to the fans because of the tribal nature of fandom and their unwavering devotion to their teams.
Impact.
Together with Learfield, MogoSME and Constellation, through optimization and real time measurement we were able to refresh creative, broaden our target audience and fuel engagement with fans through the duration of the college football season.
Our campaign made college football fans feel like we were talking directly to them, and in turn, got them talking about the Samsung Neo QLED TV. And the rest is college football history.
