Your browser is out-of-date!

Update your browser to view this website correctly. Update my browser now


Samsung Kicks Off 2023 TV Sales With Celeb-Focused Event, Campaign

The company used a star-studded event to officially launch its 2023 TV sales season and introduce its new ‘More Wow Than Ever’ marketing tagline

Left-to-right: Samsung CMO Sarah Larsen Tobin, Martha Stewart, Carl Nassib, and Rosario Dawson (image credit: Stewart Wolpin)

Lifestyle guru Martha Stewart, “The Mandalorian” actress Rosario Dawson, NFL star Carl Nassib, and Irish singer-songwriter Dermot Kennedy kicked off Samsung’s “More Wow Than Ever” 2023 marketing campaign and TV selling season on April 4, 2023.

Spotlighted during the event at Samsung’s flagship Manhattan retail showcase in the fashionable meatpacking district were the company’s new 2023 microLED, Neo QLED 8K and 4K, and OLED TV models, along with the company’s all-encompassing connected home strategy.

“As part of our marketing campaign, we decided this year to partner with some talent who really truly embodies who we are as a brand,” explained Sarah Larsen Tobin, Samsung’s home entertainment CMO. “We’re kicking off a new campaign this year that showcases how Samsung is powering peoples’ passions. So stay tuned all year long to see as we profile athletes, artists, entrepreneurs, and tastemakers, people using Samsung products and our innovation to connect their creativity, making every day better and delivering ‘more wow than ever’.”

In a pre-recorded appearance, J.H. Han, Samsung Electronics’ vice chair & CEO of device experience, introduced the company’s “More Wow Than Ever” marketing approach, citing five supporting “pillars”:

  • Instant Connection: using SmartThings technology to cut the steps to create a wireless connection from five to one;
  • Convenience: the ability to connect Samsung TVs with other Samsung devices to create a single smart home ecosystem;
  • Hub Everywhere: building in wireless SmartThings hubs into all Samsung products
  • Compatibility: multi-brand smart home device compatibility via the new Matter standard and Samsung’s membership in the Home Connectivity Alliance, “instead of limiting choices to a single brand,” according to Han; and,
  • Security: the company’s Knox Vault chip to keep all user personal data locked and secure.

“With these five foundations, we will ease your tech-related worries and inconveniences,” Han said. “Plus, we will continue with efforts to bring a better, more intuitive experience to users.”

Han also stressed the company’s commitment to eco-consciousness and sustainability in products and packaging.

Stewart, Nassib, and Dawson joined Larsen Tobin on stage to talk about their individual projects, both business and personal, as well as their interests in how technology impacts their lives and endeavors. Kennedy, who is on tour, sent in a short video message. Larson Tobin did not explain specifically how the celebrities would be utilized in Samsung marketing.

TVs Launched

Samsung used the star-stuffed event to officially launch sales of its 2023 TVs, originally unveiled at CES. Lydia Cho, Samsung’s home entertainment head of product marketing laid out some top-level details on its four primary product lines:

  • MicroLED, “the world’s most advanced display with truly jaw-dropping picture qualities…that brings luxury entertainment to the next levels,” according to Cho;
  • Neo QLED 8K in 65- , 75- , 85- , and new 98-inch sizes, all with bezel-less “infinity” screens with “virtually” no boundaries, the company’s Slim One Connect box that keeps connecting cables hidden, and AI to “intelligently” upconvert content to 8K;
  • 4K Neo QLED in models from 43- to 98-inches; and,
  • OLED, the first to offer Pantone-validated colors, in two series: the S95 with 144Hz refresh “for buttery smooth gameplay,” and S90, both available in 55- , 65- , and new 77-inch models.

Cho also spotlighted Samsung’s portable Freestyle projector, the company’s Tizen-powered entertainment hub for access to streaming apps, Samsung TV Plus with access to 250 streaming channels and on-demand offerings, and the Samsung Gaming Hub that offers “thousands of games with no console required,” according to Cho.

“With SmartThings, Samsung TVs also could serve as your home smart hub and help you connect to Samsung products and other smart devices in your home,” Cho continued, “like lighting, cameras, blinds, doorbells, and much more that puts you in control. This year we’re putting experience front and center to wow you more than ever.”

See also: Samsung Begins Rollout Of Neo QLED 8K And 4K TVs