Title | SAMSUNG'S EMOJI FACELIFT |
Brand | SAMSUNG |
Product / Service | GALAXY S9 AND S9+ |
Category | A08. Live Brand Experience |
Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
Idea Creation | LEO BURNETT SYDNEY, AUSTRALIA |
Idea Creation 2 | SAMSUNG ELECTRONICS AUSTRALIA Sydney, AUSTRALIA |
Media Placement | STARCOM Sydney, AUSTRALIA |
PR | EDELMAN Sydney, AUSTRALIA |
Production | IMAGINATION Sydney, AUSTRALIA |
Production 2 | HABITAT MEDIA St Peters, AUSTRALIA |
Production 3 | FINCH Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Grant McAloon | Leo Burnett | Executive Creative Director |
Adrian Ely | Leo Burnett | Creative Director |
Nigel Clark | Leo Burnett | Creative Director |
Stuart Alexander | Leo Burnett | Senior Art Director |
Daniel Fryer | Leo Burnett | Senior Copywriter |
Rebecca Morton | Leo Burnett | Group Business Director |
Neil Duncan | Leo Burnett | Senior Business Director |
Adrian Jung | Leo Burnett | Head of Production |
Laurent Marcus | Leo Burnett | Digital Director |
Julie Bourges | Leo Burnett | Senior Integrated Producer |
Justine Dooner | Leo Burnett | Integrated Producer |
Danielle Palmer | Samsung Australia | Marketing Director |
Jamie Skaltsounis | Samsung Australia | Senior Events & Experience Manager |
Holly Adams | Samsung Australia | Group Marketing Manager |
Daniella Henderson | Samsung Australia | Marketing Manager |
Loretta Jackson | Samsung Australia | Marketing Manager |
Emily Murch | Samsung Australia | Senior Brand Partnerships Manager |
Gill Hollister | Samsung Australia | Portfolio Manager |
Heath Campanaro | Imagination | Director |
Karen Arkell | Imagination | Project Director |
Mike Slater | Imagination | Executive Producer |
Kate Daly | Imagination | Business Director |
Luke Bouchier | Finch | Director |
Karen Bryson | Finch | Executive Producer |
Arc | Arc | Post Production |
Nylon | Nylon | Sound Production |
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 famous face – Luna Park. The immersive, interactive brand experience saw Australians create their AR emoji on the Galaxy S9, then see it projected in real time onto the face of Luna Park, in front of a packed Sydney Harbour during Vivid – Australia’s biggest festival of light.
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.
· “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. So, to get the feature, and the phone in Australia’s hands, without it feeling like a product demo, we created a bespoke live experience that infiltrated Vivid, Australia’s largest festival of light and ideas. As part of the experience, we got Australian’s creating their own AR emoji, then entertained them, by projecting their face in real-time, onto Australia’s most iconic face – Luna Park.
Target audience: Samsung aims to recruit all smartphone users, but our bullseye was ‘progressive lifestylers’. Those who see experiences as a way to live life to fullest and as a part of who they are and the stories they share. Insight: smartphones are a canvas for self-expression. And emoji’s are the new shortcut for this storytelling. Strategy: Show how the Galaxy S9 inspires and enables storytelling with AR emojis, through a phone-in-hand experience that changes the brand perception of those partaking, that’s big enough and visible enough to capture the attention and imagination of all Australians. To excite ‘progressive lifestylers’, we followed three strategic principles: Add incremental value to Vivid, don’t just show up. Don’t be a one-of-many experience, be a once-in-a-lifetime Put features at the heart of the idea, but the consumer in the soul of it.