Samsung was faced with the challenge of marketing its revolutionary Serif TV, a product that was positioned as a blend of design and technology, and as much a piece of furniture as a piece of technology. The product was co-created with product gurus, The Bouroullecs. The challenge was to generate hype and interest in the design community, which included architects, interior designers, and taste-makers. This was a discerning audience that would be critical in influencing the broader market perception of the Serif TV. The challenge was to infiltrate this world and create desire for the product, while keeping access to the TV a guarded secret.
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