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Client: Samsung
Agency: Cheil Worldwide

As consumer interest started to shift towards 3D technology for the first time, Samsung needed to ensure they remained first choice for new adopters of Smart TVs. And with increased competition from other well-known brands, Samsung wanted to take their products directly to consumers and show them why their seamless designs and innovative technology make them the market leaders.

With the main objective of raising brand awareness and developing consumer knowledge and understanding – Samsung also needed the experience to reflect their brand values of people, excellence, change, integrity and co-prosperity.


Inspired by the high-end consumer brand’s latest products, EMS created a first-class retail space. By designing a bespoke and interactive environment, we enabled Samsung to showcase their latest Smart TV innovations – some not yet in stores - providing a memorable experience for consumers.

And, by utilising their sponsorship of both the Porsche Carrera Cup and the Gadget Show, the roadshow visited high footfall locations throughout the UK at locations which captured their target audience’s attention at key purchasing moments.

The roadshow engaged with over 91,944 targeted consumers
Following the campaign, Samsung’s UK TV market share increased from 16% in 2011 to over 28% in 2013

Our Challenger Truck

Modern and spacious, the Challenger exhibition trailers make a real impact. The gullwing and pod design provides plenty of space to create complex and immersive built-in exhibitions, while the open-style glass entrance allows you to extend your branded experience to the outside audience. Perfect for hospitality and product showcases.

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