Coles has exclusively partnered with Samsung Ads this holiday season to take over the Christmas Movies Channel.
Featuring feel-good classics, including Get Santa, Jingle All the Way and Christmas with the Kranks, the 24/7 pop-up experience has become a festive favourite on Samsung TV Plus with weekly channel viewership up 94 per cent year-on-year.
As the exclusive channel sponsor, Coles will achieve maximum reach and cut-through via a suite of high‑impact integrated assets. From native home screen placements and a 30‑second in‑stream video promo, to sponsorship billboards and branded channel slates, the retail giant will position itself at the heart of Christmas viewing in Samsung households across Australia.
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.
This year’s sleighful of movies features even more non-stop crackers, including The Family Stone, Miracle on 34th Street and Santa Claus: The Movie. The growing popularity of the dedicated channel has helped boost Samsung TV Plus’ viewership over the summer months, with hours spent watching up 9 per cent. Last year, the average weekly reach of Samsung TV Plus within Samsung Households during December and January was 64 per cent higher than the top four commercial BVODs (7,9,10 and SBS) combined, reflecting the platform’s ability to connect brands with holiday-ready audiences at scale.
“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. 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,” said Dervla McGivern, managing partner, Smith St.
“Samsung TV Plus’ Christmas Movies Channel is bigger and better than ever this year with monthly active users up 65 per cent—and it’s only November!” commented Richard Wheeler, sales director, Samsung Ads ANZ.
“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. It seamlessly integrates Coles into a high interest environment, which delivers impact for Coles and value for the viewer.”
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