Unbox Your Phone
Samsung Electronics USA
Issue 44 | September 2017
Agency
Wasserman
Creative Team
Account Lead: Chris Beeby, Wasserman. Senior Director, Experience Executive Creative Director: Tomas Larsson, Wasserman Executive Creative Director Creative Director: Chris Knight, R/GA Design Director: Andy Bull, R/GA
Production Team
3D Artist: James Dick, R/GA 3D Animator: Tonda Ros, Pearl Media
Other Credits
Chief Engagement Officer: Werner Brell, Samsung Electronics America Senior Manager, Brand Culture: Hans Stolfus, Samsung Electronics America
Date
March 2017
Background
The launch of any new product is crucial to its performance in the market, especially in a category as crowded as the smartphone market. Culture-centric agency Wasserman was tasked with launching Samsung's Galaxy S8 and S8+ while also building love not only for the product, but the brand as a whole.
Idea
To bring full attention to the launch in such a crowded category, Samsung with the help of Wasserman, R/GA, Starcom and a handful of other partners devised a fully integrated activation comprised of out-of-home, experiential and social marketing across Times Square and the High Line; one of the world's most heavily advertised and busiest locations. The Galaxy S8 and S8+ brand creative focused around the world's first infinity screen, which frees the usual boxed-in screen to give you more to see and less to hold. Fitting in with Samsung's wider 'Unbox Your Phone' message, Samsung took over 69 screens across New York City (most notably 49 in Times Square and 13 across The High Line – a first for the space) and displayed a diver deep in the ocean confronted with a giant whale. The motif emphasised the juxtaposition between nature and us and the limitless possibilities available if we 'unbox' our minds. To bring the activation to life, Wasserman timed the creative to go live across Times Square's boards in unison, shrouding the famous landmark in a deep blue. This breath-taking spectacle was enhanced further with the presence of 110 performers led by legendary choreographers Rich & Tone, all dancing complete with 20,000 LED wristbands in front of 50 three-foot LED hexagonal panels, bubble machines, composed music, and stage lighting.
Results
The activation changed the perception of how OOH can work, seeing locals and tourists alike taking part in the activation. This led to some remarkable results and secured Samsung's latest innovation as a success: 69 digital outdoor screens, one 25ft outdoor hologram 126,000 live engagements 7.65MM social engagements 7.78MM video views 213MM social impressions