To grab the world’s attention for the largest display evolution ever for the company, Samsung Electronics has officially pulled the trigger on a massive, high-profile outdoor billboard campaign around the globe’s most iconic urban landmarks. The promotion of the company’s next-generation “Micro RGB” TV tech is happening concurrently in significant markets around the world, including New York, London, Hong Kong and Seoul.
The global launch represents Samsung’s commitment to create a new high-end brand in the consumer entertainment market. The Hi-End campaign began this month and will be prevalent on big screens across the globe for the rest of this year, Samsung said.
Taking Over the World’s Brightest Stages
Samsung opted for landmarks with high foot traffic and digital signage displays, many of which are iconic.In keeping with its new display hardware and the level of foot traffic, Samsung selected landmarks that are known for their high foot traffic digital signage. The big campaigns are on right now:
- In New York City, the powerful digital billboards of Times Square.
- London: The iconic and prominent curves of Piccadilly Circus.
- Hong Kong: Located in Hong Kong, the Central Entertainment Building’s facade is a premium structure.
- Seoul: Shinsegae Square, the recently modernized and busy place in Myeongdong, Seoul.
These massive screens were designed to display the promotional video in a way that would make it an artistic experience, rather than a typical promo. Sergio Reis is a world renowned choreographer and Samsung collaborated with him to create a large scale, high-energy Mega Crew hip-hop dance performance. The elaborate dance is a visual metaphor for the technology itself: a big ensemble of individual dancers performing with ultra-fine precision to build up a single, jaw-dropping image.
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What is Micro RGB? Under the Hood
The central message of the billboard campaign is that Micro RGB is a departure from the traditional way of displaying. The traditional screens use a large blue LED backlight with layers of color filters, or the smaller Mini LEDs in clusters for general zones of dimming.
However, Samsung’s Micro RGB technology uses tiny, individual light emitters, each of which is smaller than a human hair, at the same time. They are ultra-fine red, green and blue (RGB elements, each of which emits its own light and pure color, in a highly advanced backlight structure.
The hardware removes the need for layers of distortion and/or dimming that have traditionally been necessary to ensure light reaches the screen in its true color, using the International Telecommunication Union’s “ultimate color gamut”—the 100 percent of the BT.2020 wide color standard. In fact, 130-inch Samsung’s flagship model has already won a Best of Innovation award at CES.
Powered by Advanced Intelligence
The imaging of the screen of millions of tiny light particles demands a tremendous amount of computing power to maintain the image. The campaign is focused on the brand’s own silicon brain, the Micro RGB AI Engine Pro, that debunks the perfect picture.The campaign focuses heavily on the proprietary silicon brain of Samsung, Micro RGB AI Engine Pro, which strikes down the perfect picture.
| Featured Technology | Practical Consumer Benefit |
|---|---|
| Micro RGB AI Engine Pro | Real-time control of individual microscopic elements for deeper, natural contrasts. |
| Micro RGB HDR Pro | Ultra-fine backlight adjustment preventing blown-out highlights or muddy shadows. |
| Vision AI Companion | Integrated on-screen platform utilizing multiple AI agents to answer user queries with rich media. |
| AI Soccer Mode Pro | Intelligent sports recognition that lets users toggle commentator volume or immerse in stadium acoustics. |
The footage from the billboard shows the AI engine working to enhance colors dynamically using the Micro RGB Color Booster Pro system, while searching for muted tones in the incoming data. The TV’s high-resolution image density is preserved even when viewed close to the screen, with no visible pixelation or distortion for extra-large formats, starting at 55 inches, right up to a colossal 130 inches.
A Floating “Infinity” Aesthetic
In addition to the technology on the panel, the iconic ads highlight Samsung’s high-end design aesthetics for the lineup, dubbed Infinity Air Design.
The hardware includes an ultra-thin design and a special minimalistic Infinity Air Stand. The physical boundaries and bezels of the TV are almost imperceptible, lending to an impressive sense of the television screen floating freely in the living environment without any limits. Moreover, the presence of Glare Free technology in the module eliminates the reflection of the room image from every angle, while keeping the image absolutely consistent.
Samsung’s plan is to spread these hyper-exciting, artful dance moves all over the world’s iconic buildings, but go a step further than just promoting a high-end TV: by creating a division between the other marketed TVs and Micro RGB, the company asserts that the product will stand as the benchmark of luxury home entertainment.
