S-PEN ALIVE ON SCREEN

TitleS-PEN ALIVE ON SCREEN
BrandSAMSUNG ELECTRONICS
Product / ServiceGALAXY NOTE9
CategoryD04. Live Events
EntrantCHEIL 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

Credits

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

Background

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.

Describe the creative idea (40% of vote)

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.

Describe the execution (40% of vote)

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.

List the results (20% of vote)

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.