CES is the world’s largest tech event where global companies and media from hundreds of countries participate. It resumed in Las Vegas 2 years after quarantine, so everyone was waiting for it. Many companies were fully prepared to promote their brand's vision and new technologies. However, the safety of the participating companies and visitors has become an issue due to COVID-19. As such, our client wanted a creative solution that can present various products and technologies for all visitors with/ without access to the booth. They also wanted to showcase our products in a pleasant space and help people vividly understand our brand vision and technologies. They also needed a new type of content with powerful visual competitiveness that could capture people’s attention.

As we were carefully thinking of a way to showcase our products in the most stylish way in addition to a media that delivers our brand’s philosophy and message, Fifth Avenue of New York came to mind with its rows of window displays. We decided to transform the entrance into an experiential space by installing Digital Show Window featuring a large-scale LED screen on the wall. Then, for a realistic product look, we created a video that gives multi-dimensional optical illusions through 2D/3D effects. This comprehensive campaign encompassed planning, booth construction, and content curation to provide brand experiences effectively.

Our targets were CES visitors and press media. Thus, we needed effective visual content that could grab their attention. In addition, we had to provide great brand experiences for the visitors who could not enter the booth by showcasing products and technologies intuitively. Thinking of a fascinating way to showcase products, Fifth Avenue of New York came to mind with its rows of window displays. The window display is the most typical means of communication with our visitors, able to evoke curiosity or dream and hope of possessing products to some people. So we decided to We decided to transform the dead space at the booth entrance into an experiential zone and installed an LED screen on the wall.

We created digital content that gives optical illusions as if it's real. By shooting various products and future technologies in well-decorated studios with artistic concepts, we used 2D & 3D visual effects to make them real. Then, we installed a 25.4m-wide, 3.2m-long LED wall at the booth entrance and played the digital content on the screen during the event. This was also uploaded on Instagram and YouTube channels for online visitors.

The Digital Show Window captivated many participants and media at the CES. In addition, there were 26,760 articles and media reactions about Digital Show Window, representing a 130% increase compared to the previous year and landing Samsung in the top spot in Share of Voice (SOV). We realized that we were able to provide a successful brand experience after receiving positive consumer feedback, including “It felt as if I were seeing an actual product right before my eyes” and “It was the most enjoyable attraction at the exhibition, despite various restrictions due to COVID-19.”