Strategic Branding and Market Leadership for Samsung Soundbar
Key Contributions
Introduced the term "soundbar" to the Polish market, associating it with Samsung.
Executed a 360° campaign that established Samsung as the category leader.
Balanced messaging to enhance both the soundbar and TV product perceptions.
Delivered award-winning materials that resonated with diverse audiences.
As the Creative Director and Designer, I developed a strategic branding campaign that introduced the term "soundbar" to the Polish market as a premium TV accessory, exclusively associated with Samsung. Through comprehensive 360-degree marketing initiatives, I designed various elements—including digital, print, and in-store activations—that positioned Samsung as the category leader. As a result, Samsung not only achieved high brand awareness but also became the top-selling soundbar brand in Poland.
To connect deeply with our target audience, I spearheaded a campaign featuring the iconic comedy and music group "T-Raperzy z Nad Wisły". Leveraging their popularity, we launched a social media contest that invited thousands of participants to engage with the brand by contributing to a collaborative music video. The result was a highly engaging initiative that allowed people to interact with the brand in a fun, memorable way, strengthening emotional ties and boosting brand awareness.
The campaign incorporated cutting-edge elements, including seamless integrations with stores and warehouses, enabling direct product purchases. Our approach won the pitch by strategically positioning the soundbar as an enhancement to the TV experience, rather than portraying TVs as incomplete without additional equipment. This nuanced messaging ensured that both product categories were elevated, resulting in a campaign that was not only innovative but also highly effective in driving sales and strengthening Samsung's market leadership.
Strategy & Copywrite + art director of KV & 360 activities: Cezary Ziemiński
web junior art director: Justyna Gostkiewicz
account manager: Katarzyna Kozłowska
web junior art director: Justyna Gostkiewicz
account manager: Katarzyna Kozłowska
