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  • SUB CATEGORY :
    BEST USE OF EXPERIENTIAL
  • COMPANY ENTERING :
    LEO BURNETT SYDNEY, SYDNEY
  • TITLE :
    THE NIGHT. REIMAGINED
  • BRAND :
    SAMSUNG VIVID SYDNEY
  • ADVERTISER :
    SAMSUNG AUSTRALIA
  • AGENCY :
    LEO BURNETT, SYDNEY/ IMAGINATION AUSTRALIA, SYDNEY
  • CHIEF CREATIVE OFFICER :
    JASON WILLIAMS
  • EXECUTIVE CREATIVE DIRECTOR :
    GRANT MCALOON
  • CREATIVE DIRECTOR :
    ADRIAN ELY/NIGEL CLARK
  • COPYWRITER :
    DANIEL FRYER
  • ART DIRECTOR :
    STUART ALEXANDER
  • DIGITAL DIRECTOR :
    LAURENT MARCUS
  • ACCOUNT DIRECTOR :
    REBECCA MORTON/NEIL DUNCAN
  • HEAD OF PRODUCTION :
    ADRIAN JUNG
  • AGENCY PRODUCER :
    JULIE BOURGES/JUSTINE DOONER
  • MEDIA AGENCY :
    HABITAT MEDIA, SYDNEY/STARCOM, SYDNEY
  • FILM PRODUCTION COMPANY :
    FINCH, SYDNEY/IMAGINATION, SYDNEY
  • DIRECTOR :
    LUKE BOUCHIER/HEATH CAMPANARO
  • EXECUTIVE PRODUCER :
    KAREN BRYSON/MIKE SLATER/ANNA RICHMOND
  • FILM PRODUCER :
    AMY DYMOND
  • PROJECT DIRECTOR :
    KAREN ARKELL
  • CREATIVE DIRECTOR :
    ADRIAN GOLDTHORP
  • BUSINESS DIRECTOR :
    KATE DALY
  • POST-PRODUCTION COMPANY :
    ARC, SYDNEY
  • SOUND PRODUCTION COMPANY :
    NYLON STUDIOS, SYDNEY
  • CAMPAIGN SUMMARY :
    SAMSUNG WAS LAUNCHING THEIR NEW GALAXY S9 SMARTPHONE. IN PARTICULAR, THEY WANTED TO DEMONSTRATE THE NEW FEATURE, AR EMOJIS - FACE-MAPPING SOFTWARE THAT ALLOWS USERS TO CREATE THEIR OWN UNIQUE ANIMATED AVATAR EMOJI OF THEIR FACE. SO, TO GET THE FEATURE, AND THE PHONE IN AUSTRALIA’S HANDS, WE CREATED A LIVE INSTALLATION TO INFILTRATE VIVID, AUSTRALIA’S LARGEST FESTIVAL OF LIGHT AND IDEAS. AS PART OF THE BRAND EXPERIENCE, PEOPLE CREATED THEIR AR EMOJI FACE, THEN SAW IT PROJECTED IN REAL-TIME, ONTO AUSTRALIA’S BIGGEST AND MOST ICONIC FACE – THE LUNA PARK AMUSEMENT PARK. AFTER THE EXPERIENCE, THE TENS OF THOUSANDS OF PEOPLE WHO HAD THEIR EMOJI FACE PUT ON LUNA PARK, HAD A BRANDED PHOTO SENT TO THEM WHCIH THEY THEN SHARED ON SOCIAL MEDIA TO REACH AN EVEN BIGGER AUDIENCE. IT WAS PICKED UP BY NEWS CHANNELS AND OTHER CELEBRITIES, ALL KEEN TO GET THEIR FACE, ON AUSTRALIA'S MOST FAMOUS FACE.
  • THE BRIEF :
    THE SITUATION: SAMSUNG STRUGGLES TO CUT-THROUGH IPHONE’S DOMINANCE. THERE’S A COMMON PERCEPTION THAT IT’S MERELY A MANUFACTURER OF PHONES INSTEAD OF A BRAND THAT MEANS SOMETHING. HOWEVER, THOSE WHO TRY THE PHONE QUICKLY DISCOVER THE HARDWARE AND FEATURES ARE FAR SUPERIOR. THE BRIEF: LAUNCH SAMSUNG GALAXY S9, WITH A MEANINGFUL BRAND AND PRODUCT EXPERIENCE, MAKING IT CULTURALLY RELEVANT TO AUSTRALIANS. OBJECTIVES: WE HAD TWO KEY OBJECTIVES. 1. CHANGE BRAND PERCEPTION OF SAMSUNG AT SCALE. SHIFT FROM “PRODUCT MANUFACTURER DELIVERING PRODUCT FEATURES” TO “LIFESTYLE ENHANCER OFFERING HUMAN BENEFITS”. 2. CREATE TRIAL OF THE NEW S9. GET PHONES INTO PEOPLE’S HANDS.
  • THE STRATEGY :
    TARGET AUDIENCE: SAMSUNG AIMS TO RECRUIT ALL SMARTPHONE USERS, BUT OUR BULLSEYE WAS ‘PROGRESSIVE LIFESTYLERS’. THOSE WHO SEE EXPERIENCES AS A WAY TO LIVE LIFE TO FULLEST AND AS A PART OF WHO THEY ARE AND THE STORIES THEY SHARE. INSIGHT: SMARTPHONES ARE A CANVAS FOR SELF-EXPRESSION. AND EMOJI’S ARE THE NEW SHORTCUT FOR THIS STORYTELLING. STRATEGY: SHOW HOW THE GALAXY S9 INSPIRES AND ENABLES STORYTELLING WITH AR EMOJIS, THROUGH A PHONE-IN-HAND EXPERIENCE THAT CHANGES THE BRAND PERCEPTION OF THOSE PARTAKING, THAT’S BIG ENOUGH AND VISIBLE ENOUGH TO CAPTURE THE ATTENTION AND IMAGINATION OF ALL AUSTRALIANS. TO EXCITE ‘PROGRESSIVE LIFESTYLERS’, WE FOLLOWED THREE STRATEGIC PRINCIPLES: ADD INCREMENTAL VALUE TO VIVID, DON’T JUST SHOW UP. DON’T BE A ONE-OF-MANY EXPERIENCE, BE A ONCE-IN-A-LIFETIME PUT FEATURES AT THE HEART OF THE IDEA, BUT THE CONSUMER IN THE SOUL OF IT.
  • THE EXECUTION :
    THE INSTALLATION WAS A MASSIVE UNDERTAKING, WITH TWO BESPOKE BUILDS IMPLEMENTED ON TWO OF SYDNEY’S MOST FAMOUS, AND HEAVILY REGULATED SITES. THE OPERA HOUSE FORECOURT, FOR THE EMOJI CREATION AREA. AND THE ICONIC LUNA PARK FAÇADE. WHILE ALSO PARTNERING WITH VIVID, AUSTRALIA’S LARGEST FESTIVAL – THAT ATTRACTS OVER 2.4 MILLION PEOPLE EVERY YEAR. WITH JUST 10 WEEKS FROM BRIEFING PRODUCTION, TO GOING LIVE, THE TIMINGS WHERE TIGHT. IT INCLUDED TWO LARGE PHYSICAL BUILDS, AS WELL AS MULTIPLE SYSTEMS TO PROJECT, CAPTURE AND PROCESS EMOJIS IN REAL-TIME.
  • THE RESULT :
    “SAMSUNG AUSTRALIA’S MOST SUCCESSFUL ACTIVATION.” JAMIE SKALTSOUNIS, SAMSUNG AUSTRALIA “THE GALAXY S9S HIGHEST SALES PERIOD.” JAMIE SKALTSOUNIS, SAMSUNG AUSTRALIA 7 MILLION SOCIAL MEDIA IMPRESSIONS 2 MILLION OOH IMPRESSIONS 10 MILLION EARNED MEDIA IMPRESSIONS, INCLUDING NEWS COVERAGE ACROSS MAJOR TV NETWORKS 17,000 LUNA PARK FACELIFTS AVERAGE DWELL TIME WITH EXPERIENCE 48 MINUTES CONVERSION RATE PASSERSBY TO ENGAGED GUESTS: 17% VS. TARGET 5%.