Product / ServiceGALAXY S4
CategoryA09. Environmental Design
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND


Name Company Position
Jeff Nusz N/A Post Production
N/A Starcom Nz Media Agency
Debbie Fell Samsung Group Marketing Manager
Mike Cornwell Samsung Marketing Director
N/A Assembly Ltd Animation
Amanda Chambers Assembly Ltd Producer
Bob Wilson Oceania Led Systems Av/Led Wall Supplier
Craig Macgregor Colenso Bbdo Digital Developer
Adam Wood Colenso Bbdo Digital Developer
Paul Headington Colenso Bbdo Digital Developer
Scott Chapman Colenso Bbdo Agency Producer
Amanda Theobold Colenso Bbdo Agency Producer
Paul Courtney Colenso Bbdo Executive Producer
Andy Mcleish Colenso Bbdo Head Of Planning
Scott Coldham Colenso Bbdo Group Account Director
Simon Vicars Colenso Bbdo Copywriter
Brett Colliver Colenso Bbdo Art Director
Aaron Turk Colenso Bbdo Creative Director/Digital Creative Director
Nick Worthington Colenso Bbdo Creative Chairman

Brief Explanation

People have always stood in line for days to get their hands on the latest smartphone. For the launch of the Galaxy S4, we knew we had to invent a smarter way. Our challenge was to build the biggest electronic billboard in New Zealand in order to create a virtual phone line in the real world. The electronic projection had to be completely weatherproof and able to handle a live animation feed. Our objective was to create an electronic line that looked and reacted like a real line would.

The Brief

The Samsung Galaxy S4 is the next big thing in smartphone technology. We were asked to create an outdoor installation that would build hype around its launch and inform consumers of the phone’s exciting new features. We knew Samsung fans couldn’t wait to get their hands on the new Samsung Galaxy S4. So instead of launching the phone ourselves, we got our fans to launch it for us.

How the final design was conceived

We wanted to create a virtual replication of the type of line you’d expect for a smartphone launch. Broadcast live to a 150ft electronic billboard downtown, The Smart Phone Line moved and reacted like a real line would. When it rained, they put up umbrellas. When night fell, they settled into sleeping bags and under blankets. Fans could jump the line by sharing features of the phone with their friends via social media. The more their friends Shared, Liked and Retweeted these posts, the further up the line they moved.

Indication of how successful the outcome was in the market

12,000 fans in The Smart Phone Line shared 36 features of the phone, reaching the facebook pages of 2.9 million people. For two weeks, Samsung fans waited downtown for the release of the Galaxy S4. No one got wet, no one went hungry and the whole country knew the next big thing had arrived. With a media budget of just $10,000, we launched a smartphone to the entire nation. Thanks entirely to our fans.