Alaina Olsen from CHI & partners in London shares insights into her favorite brand experience: The Samsung Future TV campaign.


What was the brief for the Samsung campaign? 

 Online media that could work across UK and US sites, showcasing a teaser of the site content with a call to action to visit the Microsite and interact with the campaign.

 How was this particular format chosen? 

 With the focus of the campaign on TV and technology we needed to target relevant sites with non-evasive ad formats, but also have more bespoke creative where we had homepage takeovers on film and TV related sites.

 How did you come up with the creative idea? 

With the look and feel for the Microsite defined we mirrored this as well as the animation for the online work. We also had several video assets that were created for the site so our ads allowed users to view the videos within the ad format.


What feedback/results have you received?

Our online media drove over half of the site visits for the campaign, and the bespoke placements had a huge interaction rate. The clients were very pleased as this was a combined media plan for UK and US which combined specific site and network placement that required more bespoke builds.


 What is your idea about the perfect working day?

Being briefed on an interesting concept, with timings and budgets already signed off by the client.  Having creative and build teams working collaboratively throughout the project, and delivering an end product that everyone is happy with.


Your muse best comes when?

I find talking to a number of people helpful when a new brief comes in, as well as involving those people who will be building the ads, including the ad serving team. As a Digital Producer I am often a sounding board for ideas and the more people I talk to even if projects are up and running the more of an informed opinion I can have. Keeping up with industry developments is also key, especially as examples can be shared with creative teams when projects start.


 How did you start working in digital advertising?

I started working as a Marketing assistant for a Digital agency. My bosses and I very quickly realized that the role wasn’t really for me and after working on some Digital pitches I was offered to move to Digital Production. It was daunting as I didn’t even know what an MPU was but being thrown in the deep end did pay off.