The Night Reimagined is the start of a more customer-led strategy that steps away from product-led stories and towards brand experiences that connect with consumers in a memorable way.

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.

We designed a unique sensory journey through a number 9-shaped spiralling corridor of dynamic moving. Once inside, guests could explore a low-light zone and a slow-motion zone, both of which created mesmerising social media-worthy photographic moments.

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.

The Night Reimagined showed Samsung how experience-driven campaigns can help to 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 Sydney Opera house ensure this Samsung experience will live on as truly iconic.