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.

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.

They also wanted to showcase two built-in features that would aid in better photos:

The new Instagram Mode (built-in without having to launch the app) and PowerShare

(device to device charging) so your phone can 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.

So 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

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.

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.

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.