Title | S-PEN ALIVE ON SCREEN |
Brand | SAMSUNG ELECTRONICS |
Product / Service | GALAXY NOTE9 |
Category | D04. Live Events |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Media Placement | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
PR | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Production | DESIGNFEVER Seoul, SOUTH KOREA |
Production 2 | SILA SVETA STUDIO Moscow, RUSSIA |
Name | Company | Position |
---|---|---|
Jaesan Kim | Cheil Worldwide | Head of Brand Experience Business |
Hwanjoon Cho | Cheil Worldwide | Head of BE Creative Division |
Do Hoon Lee | Cheil Worldwide | Head of BE Solution Division |
Eun-sook Koh | Cheil Worldwide | Head of BE Business Division |
Woosung Kim | Cheil Worldwide | Account Director |
Yeonji Jeon | Cheil Worldwide | Account Director |
Liwoon Kim | Cheil Worldwide | Account Manager |
Heesueng Han | Cheil Worldwide | Account Manager |
Jangmoo Lee | Cheil Worldwide | Account Manager |
Yoon Ho Kim | Cheil Worldwide | Project Manager |
Jonghee Yoo | Cheil Worldwide | Executive Creative Director |
Sohyun Lee | Cheil Worldwide | Senior Copywriter |
Hongkoo Sohn | Cheil Worldwide | Senior Art Director |
Heekyung Keum | Cheil Worldwide | Art Director |
Eunkyung Seo | Cheil Worldwide | Art Director |
Seunghyoun Lee | Cheil Worldwide | Copywriter |
Sinyea Kim | Cheil Worldwide | Art Director |
Young Ki Hong | Cheil Worldwide | Show Lead Producer |
Banya Kim | Cheil Worldwide | Event Planner |
Areum Han | Cheil Worldwide | Event Planner |
Jaeik Choi | Cheil Worldwide | Space Designer |
Na Young Kim | Cheil Worldwide | Space Designer |
Ji Suk Kim | Cheil Worldwide | Space Production Director |
Ho Young Lee | Cheil Worldwide | Space Production Manager |
Eun Joo Kim | Cheil Worldwide | Operation Director |
Girim Yoo | Cheil Worldwide | Operation Manager |
Suchun Park | Designfever | Account Director |
Juhwan Lee | Designfever | Creative Director |
Alexander Us | Sila Sveta | Creative Director |
Mike Kitson | INVNT | Production Director |
Unpacked is a global launch platform of Samsung’s latest flagship smartphone. In August 2018, Galaxy Note9 Unpacked was held in Barclays Center, New York. Several products including Note9 with a new and more powerful Bluetooth enabled S-Pen, Galaxy Watch and Galaxy Home, were planned to be unveiled. Thousands of global media, partners and consumers attended the event on site and millions of viewers watched it via live stream. We aimed to effectively introduce Galaxy Note9 to global media and consumers, build anticipation for the new product and create post-event buzz.
The creative idea was derived from the signature feature of the hero product: the more powerful, Bluetooth enabled S-Pen of Galaxy Note9. We designed a massive multiscreen that embodied the S-Pen. The scoreboard LED resembled the tip of the S-Pen, the wall screen resembled the body of the S-Pen with the Bluetooth button, and the floor screen resembled the body of Galaxy Note9. Then, we created contents optimized for this screen. The target audience was not only global media, partners and consumers attending the event on site, but numerous viewers all over the world who would watch the event on live streaming or the replay of it uploaded on websites. Thus, the contents had to be informative, deliver an impressive first impression of the product, and also look optimal from the viewpoint of the livestreaming camera.
To make full use of the massive sports arena as a venue, we designed a 52.5 feet wide and 80 feet deep floor screen and a 107 feet wide and 46 feet high wall screen. Together with the scoreboard LED, the multiscreen resembled a huge S-Pen. After designing this S-Pen shaped screen, we created contents optimized for it. Contents flew through one screen to another, or spread out across multiple screens as if it were a single canvas. Throughout the whole presentation, the S-Pen acted as a key visual to achieve consistency and deliver a strong impression of the product’s signature feature. The S-Pen traversed across screens, drawing paths for presenters, unveiling other Galaxy products, and opening up the product experience zone. Also, we constantly tested how the contents would look like from the livestreaming camera viewpoint, and modified contents based on that calculation and simulation.
Receiving acclamation from beginning to end, Galaxy Note9 Unpacked was extensively covered by domestic and global media. It marked the successful launch of Note9 and other Galaxy products to 4,000 audiences on site and 50million viewers on live streaming. It recorded highest views on live streaming of all Unpacked series ever. The event increased brand affinity and from screen design, presentation contents, live demos to product experience zones and live streaming, the full customer journey was designed to let people experience the brand at every touch point.