Samsung introduces augmented reality-based motion control banner

The campaign by StarcomDigital aims to highlight the benefits of Samsung's latest product, Smart TV.

With an aim to communicate the benefits of the recently launched Smart TV and ensure that consumers can engage and experience the Motion Control features of the set, Samsung and Starcom Digital have introduced the first augmented reality banner format through the motion control banner utilising digital platforms like YouTube and Moneycontrol.com.

In its current format, 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 and enables the user to experience motion control and its advantages digitally.

Commenting on this innovation, Rahul Saigal, chief marketing officer, Samsung India, says, "In keeping with the company's thrust on innovation, we 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 gives consumers an opportunity to experience Motion Control in a manner that helps them understand this truly distinctive feature of our 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 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.