Title | LIVE STREAMED #WITHGALAXY |
Brand | SAMSUNG ELECTRONICS |
Product / Service | GALAXY |
Category | E02. Launch / Re-launch |
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 | INVNT New York, USA |
Production 2 | IM FINE Seoul, SOUTH KOREA |
Production 3 | DESIGNFEVER Seoul, SOUTH KOREA |
Production 4 | SILA SVETA STUDIO Moscow, RUSSIA |
Post Production | SORISOM-C Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Mobius Hong | Cheil Worldwide | Head of Brand Experience Solution Division |
Hyunmin Lee | Cheil Worldwide | Show Production Director |
Bomi Lee | Cheil Worldwide | Show Producer |
James J. Lee | Cheil Worldwide | Event Planner |
Yearin Kim | Cheil Worldwide | Event Planner |
Hyosup Lee | Cheil Worldwide | Digital Experience Planning Director |
Sueun Jang | Cheil Worldwide | Digital Experience Planner |
Jonghee Yoo | Cheil Worldwide | Head of Brand Experience Creative Division |
Sohyun Lee | Cheil Worldwide | Creative Director |
Heekyung Keum | Cheil Worldwide | Art Director |
Enkyung Seo | Cheil Worldwide | Art Director |
Yoonha Lee | Cheil Worldwide | Art Director |
Sinyea Kim | Cheil Worldwide | Art Director |
Seunghyoun Lee | Cheil Worldwide | Copywriter |
Woosung Kim | Cheil Worldwide | Account Director |
Yeonji Jeon | Cheil Worldwide | Account Director |
Yoonho Kim | Cheil Worldwide | Account Executive |
Dakyung Lee | Cheil Worldwide | Account Executive |
Joonkyu Woo | Cheil Worldwide | Project Manager |
Ji Seok Kim | Cheil Worldwide | Space Production Director |
Hoyoung Lee | Cheil Worldwide | Space Production Director |
Jungwon Chun | Cheil Worldwide | Space Production Planner |
Yoojin Choi | Cheil Worldwide | Space Production Planner |
Marty Henning | INVNT | Senior Project Manager |
Pilseon Yang | I M FINE | Project Manager |
Suchun Park | Design Fever | Executive Producer |
Alexander Us | Sila Sveta | Visual Director |
Gyuhyeong Lee | Sorisom-C | Sound Designer |
For Unpacked 2020, the launch event of Galaxy S20, our mission was to make as many people as possible believe in the product’s capabilities. To promote its outstanding camera performance, we needed a strategy that goes beyond just talking about its specs. Thus we decided to livestream the entire event using only the Galaxy S20. We replaced professional broadcast cameras with the product and transmitted the live footage captured by it to millions of viewers. By spreading the footage captured by Galaxy S20 simultaneously as we talk about its specs on stage, we made more people experience the product in
For Unpacked 2020, the launch event of Galaxy S20, our mission was to make as many people as possible believe in the product’s capabilities. To promote its outstanding camera performance, we needed a strategy that goes beyond just talking about its specs. Thus we decided to livestream the entire event using only the Galaxy S20. We replaced professional broadcast cameras with the product and transmitted the live footage captured by it to millions of viewers. By spreading the footage captured by Galaxy S20 simultaneously as we talk about its specs on stage, we made more people experience the product in real-time. And by making a surprise announcement about this bold attempt during the presentation, we created buzz and excitement around the product. Reaching a record number of 55 million livestream views, Unpacked 2020 became the most-viewed event in Unpacked history.
We livestreamed the entire Unpacked event using only the Galaxy S20, turning the simple activity of watching a product launch into a real-time product experience. The idea was simple: proving Galaxy S20’s revolutionary camera performance by using it as the live broadcast camera. We installed fourteen Galaxy S20s to replace professional cameras and transmitted live footage of the event. This was something never done before - not only throughout the 10-year history of Unpacked but also in the industry's product launch history. While the viewers watched the livestream, they were also witnessing the product’s camera capabilities at the same time.
Galaxy Unpacked is a launch event watched by approximately 3 thousand on-site audiences and 50 million online viewers worldwide. Until now, only on-site audiences had a chance to experience the new smartphone in person in the product experience zone. But at Unpacked 2020, we brought the other 50 million online audiences in the loop by delivering an immediate product experience. And by making a surprise announcement of this bold attempt during the presentation, we aimed to create buzz and excitement around the product.
The project began six months prior to the event. Our engineers had to adjust the conventional broadcast system, which is generally optimized for professional cameras, to make it compatible with a mobile device. After developing custom hardware and a transmission integration system, we ran countless rehearsals to find the optimum setting in a simulated environment – the combination of an extremely low-light auditorium and a super bright LED screen. On the event day, fourteen Galaxy S20s successfully captured and transmitted live footage to our viewers. The launch event held in San Francisco was livestreamed worldwide through YouTube, Facebook, Samsung.com, etc.
Reaching a record number of 55 million livestream views, Unpacked 2020 became the most-viewed event in Unpacked history. 55 million viewers witnessed the Galaxy S20’s camera performance in real-time. In just 24 hours, the event earned 602K social impressions and was massively covered by global media. The biggest compliment came from our consumers; they thought the show was being captured with professional cameras until we announced that we were using only Galaxy S20s. We allowed millions of people to experience the product within an hour, showcased its outstanding camera performance, and generated positive buzz around the product.