Having just launched its new 2012 Smart TV range in the Indian market , Samsung is trying to provide consumers with a firsthand experience of the next generation features of the Samsung Smart TV like Motion Control, Voice Control and Face recognition through Digital communications tailored by Starcom Worldwide, the company’s Media Agency. To this end, Samsung and Starcom have come out with the first ever Augmented Reality Motion Control Banner in the Digital space.
Samsung’s Smart Interaction technology provides Smart TV users with a new, more natural and intuitive option for controlling and interacting with the TV - breaking the physical boundaries between the consumer and screen. Samsung’s new Voice Control, Motion Control, and Face Recognition commands enrich the consumers’ television experience. Users can turn the TV on or off, activate selected apps or search for and select content in the web browser—all without touching the remote. The Samsung 2012 Smart television series feature a built-in camera that recognizes movement in the foreground, as well as microphones that recognize voice.
To communicate the benefits of a Smart TV and to ensure consumers can engage and experience the Motion Control features of the set, Samsung and Starcom have together innovated the first ever Augmented Reality banner format through the Motion Control Banner utilising digital platforms like Youtube and Moneycontrol. Augmented Reality has been used prior in various web interfaces and Apps, however, there has never been a use of AR in banners.
In its current format for Samsung, users can select content displayed in the banner with gestures, just like they may do while using a Smart TV, and the selected content plays in the frame of a Smart TV within the same creative. The creative ties in with the product feature brilliantly and it enables the user to experience Motion Control and its advantages digitally. It is an innovative connect and goes well with Samsung’s innovative product portfolio.
Commenting on this innovation, Rahul Saigal, Chief Marketing Officer, Samsung India, said “In keeping with the Company’s thrust on innovationwe have created this digital communication to provide consumers a complete experience of the interactive features of our new 2012 Smart television range.The Augmented Reality banner is giving consumers an opportunity to experience Motion Control in a manner that helps them understand this truly distinctive feature of our new leading edge Smart TV range. “
Arnab Mitra, National Director, SMG Digital, explains, “To a lot of Indians Smart TV just stood for a television with a few features like a radio or internet, which does not have a unique space anymore with the advent of Smartphones, however, the Samsung Smart TV is beyond that and enhances television viewing experience with interactive online content, exploring apps, and much more. Our objective was to ensure that the consumers can live this experience without having to visit a store or buy the TV, and thus actually create awareness about the features.