The Egyptian consumer is undergoing a digital transformation that affects their TV content consumption and their home environment. With enhanced devices and tech-savvy awareness, young consumers in Egypt are enjoying a variety of TV genres and formats produced by the region’s powerhouse of entertainment content. They are also embracing the concept of ‘smart homes’, which offer comfort, convenience, and entertainment at the touch of a button. Smart technology enables them to control everything in their homes, including smart super-connected TVs that are more than just a buzzword. They are a reality and a trend that is moving forward fast. As the smart homes industry grows with a few high- end home automation companies, TV brands need to adapt to this changing consumer behavior and offer products that meet their expectations and needs.

TAKING THE PROMISE TO THE SCREEN: THE DIGITAL COPY AD

TVs are no longer just a piece of technology, they are a portal to new experiences, a medium of entertainment, and a catalyst for bonding that can spark conversations, emotions, and memories to enrich lives with laughter and fun. Thanks to the overwhelming entertainment world of features that come with the Neo QLED TV, this device is becoming everyone’s addiction. A TV you don’t, and probably, can’t get enough of!

To demonstrate how the Neo QLED TV is more than a gadget while showcasing its cutting-edge quality and features, Samsung Electronics Egypt launched a witty and playful new digital ad campaign that features Egyptian headliner Superstar Amir Karara and rising influencers and digital sensations Layla Zaher, Islam Fawzi, Mahmoud Bazooka, and Khaled Jawad. This campaign was done in collaboration with AK-production house and the renowned ad and commercials Director Hadi El Bagoury.

To highlight the essence of the new campaign ‘A TV You Can’t Get Enough Of’ , the storyboard revolved around friends and family of the superstar Amir Karara regrouping at his house while knowing he has the Neo QLED 8K.

 

The ad kicks off with Karara at home wanting to chill and watch TV, but his peaceful TV viewing experience is disrupted by the intrusion of his friends and neighbors, who are drawn by the new Samsung screen and turn his home into a lively party. The ad uses humor and spontaneity to appeal to the Egyptian audience and to highlight the social and entertainment value of the Samsung TV and how it adds more family, friends, and fun to your life.

Opting for emerging influencers who are mostly known on digital platforms shows that the Neo QLED TV is the TV of the future and featuring Amir Karara as a superstar connects with different generations.

The ad also did a great job of showcasing the TV’s main features in a natural and engaging way. It demonstrated the premium picture quality through the contrast between Layla Zaher and Islam Fawzi, the smart and connectivity features through the interaction of Khaled Jawad with the smart home devices that he controlled from the TV itself, and the Neo QLED 8K TV as a powerful device that can manage all your smart home needs in one place. This is how convenience looks like.

The story then shifts to the gaming features that appeal to the avid gamers, as Karara’s nephews descend from the stairs in the same house and marvel at the fast and smooth gaming experience on the Neo QLED 8K, made possible by the Motion Accelerator Turbo+ feature.

The campaign then highlights the Dolby Atmos Sound experience in a immersive way. It shows a movie with a surround sound that makes you feel like you are part of the movie cast and experiencing every scene with them.

The ad concludes with a mise en scène, of everyone from the family, friends, colleagues and neighbors gathered at Karara’s home where the Neo QLED TV is, enjoying the TV and ignoring any distractions, with a voice-over that wraps up the campaign with ‘Samsung … A TV You Cannot Get Enough Of!

The campaign, ‘You can’t get enough of it’ in Arabic (‘ميتشبعش منة’), has garnered exceptional results. The digital copy generated more than 13m + views on Facebook, over 1.2M views on IG and a 7.2 M+ on YouTube. These hit numbers are the result of the cumulative views from the official brand assets as well as official accounts of influencers featured in the copy across the different platforms.

IMMERSION AND CONNECTION: THE NEO QLED 8K

As revealed in the ad, The Neo QLED 8K is more than just a buzz-worthy TV acronym. The Neo QLED 8K (Neo Quantum Light Emitting Diode) is the latest evolution of the TV industry, powered by the brilliant minds behind Samsung Electronics for its 4K and 8K televisions. It sets a new standard for this powerfully entertaining machine.

Neo QLED 8K TVs use Quantum Matrix technology, backlighting with thousands of the tiniest LEDs. Each LED is a small fraction of the size of those in the older versions. In other words, this is a mini LED device. This proves that the brand produces the most convenient TVs in the market.

Another cutting-edge technology embedded inside it is the Neo Quantum AI Processor, which uses neural networks and AI to assess what part of the image needs to be enhanced and how to enhance it. This processor is most useful for 8K upscaling of resolutions with fewer visual artifacts.

With stunning clarity, immersive gaming, powerful sound, and a range of sizes, the Neo QLED 8K is the ultimate TV of the future.

THE ADD-ONS: CONSUMER EXPERIENCE AND THE EXTRA FEATURES

In addition to stunning visuals and sound, the Neo QLED 8K TVs boast a variety of add-on entertainment features that set them apart from the rest.

  • Hometainment Cinematic Picture Quality: With a total of 33 million pixels, 4x the number of pixels as 4K.

  • The Concert Town Hall: The Neo QLED 8K devices bring in an impressive sound experience with Dolby Atmos®, a spatial sound technology with unrivaled sound clarity and depth. As well as the Object Tracking Sound Pro (OTS+ Pro), a feature that tracks the output sound wherever it goes and whichever way it goes.

     

  • Motion Xcelerator: The Neo QLED 8K TVs have a Motion Xcelerator feature. This feature elevates motion clarity to give unwrinkled, robust details. A technology that lessens picture shake on your TV’s screen, to make it better and amplify your entertainment experience.

  • The Built-in Iot Hub: A technology that seamlessly connects all your smart devices under one roof, making your homes smarter and more convenient. The Neo QLED 8K lineup has a Calm Onboarding feature and IoT-enabled sensors to control lights or sound.

     

FAR AHEAD: MARKET LEADERSHIP DOMINANCE

Samsung has been dominating the highly competitive TV industry worldwide for 17 consecutive years, with about 30% of the global market share according to various research reports from specialized firms like Statista and others. Data from research firm Omdia reveals that Samsung again topped the global TV market in 2022, making it the 17th year in a row that the company ranked first in the global TV market.

Appliances today serve ‘multi-purpose’ roles, and Samsung Electronics understands that perfectly. This insight has driven a massive growth in how they redesign their TV experiences. TVs are not only for satellite and cable channels now, but for a range of entertainment options. The brand promptly responded to this behavioral shift and adjusted to suit the different needs and passions of consumers. This is what we call ‘swiveling for growth’.

One of the instrumental factors that helped Samsung to hold on to its position and maintain a strong foothold as the world’s top TV manufacturer is a factor that goes beyond premium picture quality and can also be attributed to the seamless connectivity world of features that come with the TVs. Smart things that enables users to seamlessly integrate and connect multiple devices together and enjoy an unparalleled personalized experience. Connectivity with user security as a priority of course!.

Throughout this ongoing product innovation journey, Samsung is driving the premium TV market, attracting more content partners and paving the way for even more market leadership dominance.