The Campaign

Branded content has consistently been popular in Korea. However, for more effective consumer penetration, not only brand should be emphasized but also other values such as education, enjoyment, excitement, and experience.

Results

Objective: When people hear about ‘semiconductor’ most people think it is very difficult and involves complex technology; there is rarely any educational content in Asia to provide information about semiconductors. Strategy: To make people more familiar with semiconductors, we created a solution that takes people on a virtual tour inside the semiconductor: ‘Semiconductor Rider’. We wanted people to learn about semiconductors in an exciting way. Execution: Inside the Semiconductor Rider, there are 30 HD LFD (Large Format Display) monitors that cover its walls. Through these monitors that altogether embody 60K (2K x 30) resolution, a three minute long video that contains a virtual tour will play. This high resolution video and surrounding sound system make the experience inside the Semiconductor Rider surreal and immersive.

Samsung D’light, Samsung’s corporate exhibition building that presents various interactive contents for the public, has been introduced in numerous media, including Samsung’s corporate blog, domestic/international news, and Korea Tourism Organization homepage. Among the contents in D’light, the Semiconductor Rider is the most popular tourist attraction. The audience is greeted by the huge structure of elevator-looking Semiconductor Rider on the second floor of D’light.

In year 2014, a total of 280,000 people have visited Samsung D’light. Visitors usually range from VIPs(Margrethe II, Queen of Denmark (2012); Pal Schmitt, President of Hungary (2012), and many other government officials around the world) to students(primary and secondary school, universities). Among all the contents in D’light, Semiconductor Rider is known to be the most popular attraction.