The Challenge
In a highly competitive consumer technology space, Samsung needed to enhance the awareness and consideration of its mobile phone offers. The challenge was to cut through a cluttered visual landscape across in‐store displays, TVCs and online marketing, thereby reducing the Average Cost Per Inquiry (ACPI) and boosting overall brand metrics.
Our Approach
Samsung’s approach involved leveraging a large dataset of 14,000 mobile phone offer adverts, which were initially clustered using vision AI. These clusters were then subjected to predictive eye tracking to identify key visual cues. The resulting data underwent a rigorous semiotic analysis, where foundational principles were applied to manipulate the advert designs. This process generated a set of semiotic guidelines that informed creative development, ensuring that every communication touchpoint resonated with the desired cultural meanings.
The Outcome
The semiotic toolkit now serves as a cornerstone for all offer awareness communications. Its application has led to a systematic review process by the Insight team, supported by an increase in research spend on creative pre‐testing by £250K per annum. Most notably, the refreshed approach has driven a 105% uplift in offer awareness, underlining the effectiveness of aligning creative output with culturally resonant semiotic principles.
