SAMSUNG ELECTRIC PLAYGROUND

TitleSAMSUNG ELECTRIC PLAYGROUND
BrandSAMSUNG
Product / ServiceGALAXY S10
CategoryA04. Consumer Durables
EntrantCHEIL WORLDWIDE Sydney, AUSTRALIA
Idea Creation CHEIL WORLDWIDE Sydney, AUSTRALIA
Idea Creation 2 IMAGINATION Sydney, AUSTRALIA
Production IMAGINATION Sydney, AUSTRALIA
Additional Company REFINERY29 London, UNITED KINGDOM
Additional Company 2 ALCHEMY Sydney, AUSTRALIA

Credits

Name Company Position
Malcolm Poynton Cheil Worldwide Chief Creative Officer
Stephen Anderson Cheil Australia Creative Director
Oliver Bray Cheil Australia Digital Designer
Carlos Barron Cheil Australia Art Director
Bede Gannon Cheil Australia Art Director
Jiwan Prassad Cheil Australia Designer
Jaedok Hyun Cheil Australia Industrial Designer
Hoyoung Hong Cheil Australia Motion Graphics Designer
Greg Smith Cheil Australia Finished Artist
Jayden Jaesung Lee Cheil Australia Managing Director
Mark Anderson Cheil Australia Business Director
Shannon Menehirra Cheil Australia Creative Technologist
Jordan Banco Cheil Australia Account Manager
Hadrien Bourley Cheil Australia Account Director
Penny Thomas Cheil Australia Brand Experience Manager
Julien Imbert Cheil Australia Events manager
Daniella Henderson Samsung Australia Marketing Manager
Jamie Skaltsounis Samsung Australia Senior Events & Experience Manager
Lucy Tickner Samsung Australia Event & Experience Manager
Heath Campanaro Imagination Director
Adrian Goldthorpe Imagination Creative Director
Steph Banister Imagination Design Director
Kate Daly Imagination Business Director
Lisa Hunt Imagination Project Lead
Trevor Smith Imagination Executive Director

Why is this work relevant for Brand Experience & Activation ?

Samsung was launching the new Galaxy S10. Boasting a full kit of lenses in your pocket users could shoot like a pro without being one. Other built-in features included Instagram Mode and Powershare. To get the features and phone in Australia’s hands, we created a live installation to become the most talked-about and photographed at Vivid, Australia’s largest festival of light and technology. As part of the brand experience, visitors could use the features of the Galaxy S10 to unleash their inner child through a spectrum of playful activities and bring a giant illuminated to life.

Background

1. Create and execute a world-class activation for the VividSydney Festival that complements the Galaxy Studio and completely transforms the space. 2. Make the experience impactful, simple, shareable, PR Worthy, on-brand and ensure it fosters mass product interaction to drive brand affinity through the benefit of our devices. 3. Drive mass product interaction for the Galaxy S10 through an emotional and social connection as well as a benefit led experiences, measured through meaningful engagements captured onsite. Drive consideration and evaluation for the Galaxy S10 through the Galaxy Studio activation and execution.

Describe the creative idea (20% of vote)

Samsung wanted to make some noise about the pro-grade camera on the new Galaxy S10. A next-generation smartphone that boasts a full kit of lenses in your pocket. Three in the back, two in the front. We also wanted to showcase two built-in features that would aid in better photos: Instagram Mode (built-in without having to launch the app) and PowerShare (device to device charging) to last the night. What better way to show off this ground-breaking camera than at the most photographed event in Sydney – the Vivid festival of light and technology. We created a variety of activations suited to the features of the camera where visitors could unleash their inner child and bring a giant illuminated playground to life through the lens of the Galaxy S10. We also created an immersive studio experience where visitors could get even more hands-on with the features of the phone.

Describe the strategy (20% of vote)

Samsung aims to recruit all smartphone users, but our bullseye was ‘female millennials’. Those who connect emotionally and see experiences as a way to live life to fullest and as a part of who they are and the stories they share. Consumers are demanding more from their smartphones. Phones have now become an extension of them - a canvas of self-expression. Show how the Galaxy S10 inspires and enables storytelling with the new features of the phone: Pro-Grade Camera (5 cameras), Instagram Mode (built-in without needing to launch the app) and PowerShare (you can charge your device with another device on the go so your phone can last the night) through a phone-in-hand experience that changes the brand perception of rational and functional benefits, to emotional and social ones. And, that’s big enough and visible enough to capture the attention and imagination of all Australians.

Describe the execution (30% of vote)

The installation was an enormous undertaking transforming over 3,000sqm (over 4 basketball courts). Visitors could explore Galaxy S10-inspired attractions in a bespoke technology-enabled playground and immersive studio in the most ambitious Vivid Sydney spectacle yet. Electric Playground: a multitude of experiences spanning an area over four basketball courts in size, where festival-goers could unleash their inner child through the lens of the Galaxy S10. This included a field of over 320 dynamic pillars of light (23 controlled directly); a 6.5-metre illuminated Infinity Slide; and Skywalk with an elevated view of Sydney Harbour. And, an LED Hopscotch dance floor. Galaxy Studio: A Galaxy S10 with a pre-loaded app was given to visitors to self-guide them through an immersive space that boasted tailored light experiences inspired by their own unique irises and heartbeats. Plus, a storytellers workshop and an interactive art piece from a local female artist creating an unforgettable Instagram moment.

List the results (30% of vote)

4.76K+ hashtags in duration of festival / #1 Instagrammed branded installation at Vivid / 667 pieces of coverage across media / 281,411 visitors to the activation / 289,095 product interactions / 54,319 product engagement / 124%+ increase of GS10 sales compared to 2018.

Links

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