SapientNitro recently developed and launched Samsung’s first augmented reality campaign – “Take the Samsung LED TV home”. The campaign was based on the consumer insight that choosing a big ticket item such as a television was a lengthy process, and that being able to see the product properly in context was an essential, but missing factor. SapientNitro responded by creating a new way for consumers to engage with the brand. With the help of augmented reality (AR) technology, consumers were given the opportunity to see how the LED TV would look in their own home. The campaign worked online and at a major consumer event by demonstrating the compelling 3D content using AR techniques.