Category B01. Social Engagement
Name Company Position
Judy John Edelman Chief Creative Officer, Global
Stefan Ronge Edelman EMEA Chief Creative Officer
Mattias Ronge Edelman EMEA Chief Creative Officer
Martin Jon Adolfsson Edelman Creative Director
Miranda Mitchell Edelman Client Strategist
Nicki Cooper Edelman Earned Lead
Prinolan Govender Edelman, South Africa Creative Director
Denesh Agnihotri Edelman Associate Creative Director
Anuj Shah Edelman Associate Creative Director
Myles Cameron Edelman Technology Director
Steve Malketry Edelman Head of Design
Greg Hemes Edelman Producer
Fernando April Edelman, South Africa Producer
Claire Fraser Edelman Project Director
Peter Norris Edelman Project Manager
Kirsten MacKenzie Edelman Associate Director
Penny Lipsham Edelman Digital Planning Director
Renato Ivaldi Edelman Digital Associate Director
Melita Watt Edelman Business Affairs

Why is this work relevant for PR?

The creative idea behind Missing Masterpieces was routed in Earned strategy. To gain coverage and drive relevance amongst a younger generation, we put Samsung’s Frame TV key feature at the forefront of a campaign to start a global, crowd-sourced treasure-hunt for the world’s most famous lost art works. Conjuring the mystery and drama surrounding these Missing Masterpieces, we engaged a wider and younger audience than we could have by talking about the product alone. We activated in 30 countries but earned over 1bn impressions in 44 countries, leading to a 173% increase in searches for “Samsung Frame TV”.


Background: The Samsung Frame TV has a magical duality. It’s a 4K TV designed to double as an art frame, that can display beautiful works of art. In Europe though, the TV category is super generic. It’s all about comparing tech specifications so the only difference people see is price. We needed to move Samsung from being seen as a manufacturing business to a culturally relevant brand that inspires curiosity. Objectives: • Drive earned attention through cultural, engaging, authentic, newsworthy stories that genuinely link to the product • PR: help reach a more consumer-centric, less technical audience, e.g. broader lifestyle media • Appeal to a younger (Gen Z) audience to stand out from competitors, driving brand differentiation • Multi-market to resonate across multiple European countries Challenge: How could we highlight this incredible feature in a way that would be surprising or inspiring enough to earn real attention?

Describe the creative idea (20% of vote)

Insight: We discovered that there is more art missing around the world than there is showing in all of the world’s museums combined. The Samsung Frame TV doubles as an art frame. What if the TV designed to bring art into our homes could help bring lost art back to the world? Creative Idea: We created ‘Missing Masterpieces’; the world’s first art exhibition for finding lost art. Together with a world leading art crime historian, we exhibited a collection of 12 digitized iconic lost artworks on Samsung Frame TVs in homes and online, in over 30+ European countries. Then we invited the world to help in the search to find these lost treasures. The campaign would capture imaginations all across Europe and to showcase the Samsung Frame TV’s key differentiating feature, while inviting a more meaningful role in people’s lives.

Describe the PR strategy (30% of vote)

Most TVs are judged on tech specs and price. Samsung wants its TV products to provide a richer connection and enhance the role of TVs in the home. ‘The Frame’ TV’s duality feature does that. Explaining the feature wouldn’t be enough. We needed to capture the attention and imagination of a younger Gen Z target demographic. First, we thought about the broader, eternal, mystical features of art. We thought about the role of art in society and our collective culture and discovered the mind-blowing fact that there is more lost art in the world than in all the art museums combined. By highlighting the mystery and loss of great art works, we were able to engage a wider and younger audience than we ever could have by talking about the product alone, but in a way tied perfectly to the product feature.

Describe the PR execution (20% of vote)

Together with world-renowned art crime historian Dr Noah Charney and ARCA (Association for Research into Crimes against Art) we licensed images of 12 invaluable lost artworks by icons such as Van Gogh, Cezanne, and Monet. Dr Charney directed us to the mysteries and clues around each artwork to engage audiences. Each image was perfected for display inside The Frame interface, on Samsung.com and Instagram content. A 45” Netflix documentary style exhibition trailer (subtitled in 30+ European languages) was released to excite audiences. Interviews with artists drove in-depth news, lifestyle, and broadcast coverage across Europe. ‘Missing Masterpieces’ exhibited on Samung.com/explore An email hotline was set up at ARCA to receive tip-offs from the audience. Campaign posts, quiz polls and beautiful ‘Wanted’ style posters for each artwork drove Instagram engagement. The campaign lived for 3 months across Europe.

List the results (30% of vote)

Reach & Engagement • Activated in 30+ European countries • 960+ pieces campaign coverage • 1.07 billion impressions across earned media • Traction in 44 countries, spanning each continent Receptivity • Over 50% of audience reached were Gen Z or Millennials, demonstrating high campaign awareness and engagement amongst target. Coverage • 44 countries • Coverage across many new titles that had not featured Samsung before, including lifestyle (e.g. Vogue Italia, Mental Floss, The Collector, So Soir), top-tier news (e.g. Euronews) and broadcast outlets (e.g. Times Radio, BBC Radio, France 24) • Five-minute segment broadcast on France24 Encore! Including PR launch film. News piece shared on the France24 website (7.7M monthly visitors) and YouTube (1.5M subscribers) Business Impacts • 173% increase in searches for ‘Samsung Frame TV’ YoY • 169% increase in European search volume for “Samsung The Frame” during the campaign (compared to the six months prior) • 144% increase in European search volume for “Samsung The Frame” during the campaign (compared to the six months prior). • 82% increase in European search volume YoY (Nov 2019 v Nov 2020) for “Samsung the frame” • 124% increase in European search volume YoY (Nov 2019 v Nov 2020) “Samsung Frame TV” • Post campaign, 55% increase in European search volume for “Samsung The Frame” (compared to the six months prior). • Post campaign, 46% increase in European search volume for “Samsung Frame TV” (compared to the six months prior).