The Campaign

Launching Samsung’s Galaxy S9 by hijacking Australia’s most iconic face. The idea was to launch Samsung’s Galaxy S9 and its new AR emoji, by giving Australian’s the once in a lifetime opportunity to see their AR emoji face on Australia’s most iconic face – Luna Park. The immersive, interactive installation saw Australians directly create their AR emoji on the Galaxy S9, then see it projected in real time onto the face of Luna Park, before sharing photos and video souvenirs of the experience.

Creative 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.

Results

“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%.

Samsung was launching their new Galaxy S9 smartphone. The coolest feature: AR emojis; proprietary face-mapping software allowing users to communicate via their own unique animated avatar. To get the feature talked about, we created an interactive installation that infiltrated Vivid, Australia’s largest festival of light. Through the installation, Australian’s engaged directly with the product to see their AR emoji hijack Australia’s most iconic face – Luna Park. The relationship-building experience opened up a dialogue, where participants received and shared photo souvenirs of the event, and learnt more about the product.

Target audience: Samsung aims to recruit all smartphone users, but our creative bullseye was ‘progressive lifestylers’. Those who see experiences as a way to not only live life to fullest, but as an important part of who they are and the stories they share. Strategy: activate through a phone-in-hand experience that changes the brand perception of those partaking, and re-engages post event, while also gaining the attention of those who aren’t physically there. Data: by offering a once-in-a-lifetime experience, Australians were happy to register to take part. Valuable names, contact details, phone purchase history, and purchase intent were all captured and matched matched against QR coded wristbands. Post event participants received photo and video souvenirs and relevant product information. CTA: 1. Get your AR emoji on Australia’s most iconic face. 2. Share your experience 3. Learn more about the Galaxy S9