ABOUT THE PROJECT
Pivoting from product-first to people-first
Samsung’s new Galaxy S9 technology was brought to life at the annual Vivid Light Festival with an innovative, immersive experience that allowed each visitor to create their own AR Emoji.
CHALLENGE
The Night Reimagined is the start of a more customer-led strategy that stepped away from product-led stories and towards brand experiences that memorably connected with consumers.
OUR IMPACT
- 00k
- visitors
- 0minutes
- average dwell time
- 0%
- passerby to visitor conversion
THE OUTCOME
A cultural partnership
As part of this evolution, Samsung partnered with the annual Vivid Light, Music and Ideas Festival to showcase a new brand experience and the phone’s best-in-class camera capabilities.
Creating an immersive, personal experience
We designed a unique, sensory journey in which a spiralling corridor dynamically moved through a number nine-shaped space.
Once inside, guests could explore a low-light zone and a slow-motion zone, both of which created mesmerising social media-worthy photographic moments.
Enabling people to do things they never thought possible is at the heart of the Samsung brand. Creating a fun, authentic and memorable technology experience with Vivid Sydney and the Sydney Opera House has been incredible.
Jamie Skaltsounis Senior Event & Experience Manager, Mobile Division, Samsung Electronics Australia
VALUE
For the audience
The highlight of the experience was a once-in-a-lifetime opportunity for visitors to create their own Samsung AR Emoji using the Galaxy S9, which was then projected onto the face of Sydney’s iconic Luna Park.
For the brand
The Night Reimagined showed Samsung how experience-driven campaigns can help deepen relationships with customers and reach whole new audiences as well as drive sales.
This is supported by the 48 mins average dwell time and 17% passerby-to-visitor conversion metrics. The projections on the Sydney Opera House ensured this Samsung experience will live on as truly iconic.
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