In Q4 2024, Samsung revealed its partnership with Dubai Media Incorporated (DMI) to support and sponsor the second season of X Factor Dubai, a popular singing competition, to not only highlight Arab talent, but also resonate its advanced technologies with its key demographics.
Campaign Middle East spoke to Shafi Alam, Head of Direct-to-Consumer Business and Corporate Marketing at Samsung Gulf Electronics , about how the brand has leveraged this sponsorship to build the brand and roll out an integrated marketing campaign.
Samsung’s campaign execution is being powered by two industry-leading partners. Its media strategy and implementation is handled by Starcom – Publicis Groupe Middle East, while its creative direction and below-the-line activation is being managed by Cheil Middle East.
Discussing the brand goals for the X Factor Dubai partnership, Shafi Alam said, “This collaboration with DMI stems from our deep understanding of local viewing habits and entertainment preferences. The strategic objective of our partnership was twofold: first, to showcase how Samsung SmartThings transforms living experiences by connecting devices seamlessly and enhancing daily moments. Second, to authentically integrate our mobile experience, visual display and home appliances into key entertainment moments – supporting local talent, driving emotional connection, and enriching audience engagement.”
Samsung as an integral part of storytelling
Samsung’s tech takeover integration within X Factor Dubai is smart and comprehensive. The brand goes beyond a mere backdrop into becoming a part of the storytelling, integrating comprehensively to manifest across multiple touchpoints throughout the show and supporting channels. The brand merges immersive technology with talented storytelling through tailored interactions.
Alam explains, “Within the show itself, judges leverage the Galaxy S10 Ultra tablets for real-time performance evaluation, while contestants document their journey using Galaxy Z Fold6 and Galaxy Z Flip6 devices. The integration extends to Galaxy Watch7 and Buds3 Pro, enhancing both performance and behind-the-scenes moments.”
“The X Room features the Neo QLED 8K TV and The Frame displays, creating immersive viewing experiences, while the SmartThings integration dynamically adapts room ambience to mirror contestant emotions. The Family Hub refrigerator also plays a role backstage, providing a centralised hub for contestants to grab a snack, review schedules on the built-in screen and even leave messages for each other, fostering a sense of community and collaboration.” Alam said.
By embedding Samsung devices into key touchpoints of the show, the brand has created a cohesive and immersive entertainment journey.
“SmartThings technology further enhances the experience by dynamically adjusting the environment to match the mood of each scene, seamlessly connecting technology with storytelling. These elements not only elevate the visual and interactive aspects of the show, but also foster deeper engagement, making the audience feel more connected to the talent and the narrative,” Alam added.
Measuring the success of a multi-channel campaign
Samsung’s technical integration on the show is also supported by a multi-channel campaign that amplifies these authentic moments across broadcast, digital, and social platforms.
The brand revealed to Campaign Middle East that it has implemented a comprehensive measurement framework that combines quantitative metrics with qualitative insights.
Its approach begins with detailed viewership analytics, tracking reach and engagement metrics on Dubai TV. This is complemented by rigorous pre- and post-campaign assessment measuring shifts in Samsung SmartThings awareness and adoption, mobile experience, visual display and home appliance consideration rates, as well as overall brand perception and preference.
“While the partnership continues to evolve, early indicators demonstrate strong positive momentum across key performance metrics on audience reach, digital organic push as well as engagement,” Alam revealed.
Samsung is also conducting advanced tracking of social media sentiment, conversation volume, and interaction quality.
“Our consumer journey analysis maps the correlation between show exposure and consumer behaviour. This multi-dimensional approach enables us to quantify both immediate impact and long-term brand value creation,” Alam added.
The metrics also show a significant uplift in Samsung SmartThings awareness and app downloads on a week-to-week comparison, while the brand’s Visual Display and Home Appliance categories are experiencing positive boost in awareness and increased consumer interest.
“Digital metrics reveal robust growth in both the volume and quality of brand conversations and our social sentiment analysis indicates a strong positive association between Samsung technology and enhanced entertainment experiences. These preliminary results validate our integrated approach and suggest strong potential for long-term brand value creation through this partnership,” Alam concluded.
