Coles has partnered with Samsung Ads to take over the Christmas Movies Channel on more than 3.7 million smart TVs in Australia.
Featuring classics, including Get Santa, Jingle All the Way and Christmas with the Kranks, the experience has become a festive favourite on Samsung TV Plus with weekly channel viewership up 94% year on year.
Developed in partnership with marketing agency Smith St., the multi-format ad campaign showcases how brands can combine broad reaching placements with contextually aligned environments that span the full connected TV ecosystem.
Smith St. managing partner Dervla McGivern said Christmas looks different in every household, but the one constant is gathering around a favourite festive movie.
"Samsung TV Plus allows us to connect Coles with millions of Aussies right in those shared moments, when people are slowing down, switching off and embracing the season," she said.
"Our strategy was to meet audiences where the magic already lives, and this partnership ensures Coles is there for every kind of Christmas, in a way that feels warm, relevant and deeply human."
Samsung Ads ANZ sales director Richard Wheeler said Samsung TV Plus' Christmas Movies Channel is bigger and better than ever this year with monthly active users up 65%, and it's only November.
"Our exclusive Christmas partnership with Coles shows how clients can leverage the full suite of CTV ad formats to reach households that earn more and spend more during pivotal retail moments," he said.
"It seamlessly integrates Coles into a high interest environment, which delivers impact for Coles and value for the viewer."
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