The briefÂ
Currys came to us with a simple brief – to drive awareness and sales of the Samsung Neo QLED during its peak trading period. We just needed to find an innovative and truly engaging way to do this.
Why The Independent?
On every metric we outperformed our competitors – with more ABC1 adults earning £50K+, more families with children and the most consumers who intend to buy a new television in the next 12 months.
The big idea
Unmissable Moments with Samsung and Currys – a data-driven, always-on digital partnership that engaged, educated and ultimately, drove purchase.
How we brought it to life
The partnership included video amplification, special Black Friday offers and brand integration across Binge or Bin – Independent TV’s hugely popular cultural review show – showcasing the TV and film you need to watch on the new Samsung QLED TV from Currys.
The Binge or Bin integration included sponsorship of five episodes that incorporated a bespoke promotional trailer, product placement interstitials and social cutdowns which delivered more than 2.6m views (double the original KPI). These outstanding views and enhanced engagement levels were driven by quality content, allied with top-priority editorial support dedicated to Binge or Bin as a key programme in our Independent TV schedule.
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The results
The Independent drove more than 2.5m video views of Currys’ video with a metric-busting 36% completion rate – predominantly using Independent TV – the perfect platform to drive views and deeper engagement.