Situation

In May 2020, brands were still reeling from the initial shockwaves of Covid-19. Communication strategies were either on pause, or heavily reliant on webinars. Amidst this uncertainty, Samsung set a challenge to pivot its traditional IFA exhibition presence to a digital experience to provide a much-needed antidote to a virtual ‘sea of sameness’.

Brief

With three months to switch to digital, the activation had to demonstrate Samsung advancements in mobile, wearables, TV, audio and home appliances, in a way that would generate positive media coverage and buzz across Europe.

Objectives

Attendee feedback 75%+ score 57 NPS

Increase attendance (y-o-y) by +133%

Reduce spend (y-o-y) by 58%

Increase media sentiment (y-o-y) by +5%

Reinforce the ‘Do What You Can’t’ brand message

Budget

€750k, based on KPI of reducing spend by more than 58%, compared to the physical 2019 launch.

Project scale and volume

Live, 1hr digital activation for +3,000

In May 2020, brands were still reeling from the initial shockwaves of Covid-19. Communication strategies were either on pause, or reliant on webinars. Amidst this uncertainty, Samsung set a challenge to pivot its traditional IFA exhibition presence to digital to provide a much-needed antidote to a virtual ‘sea of sameness’.

Samsung took the creatively brave decision to deploy the first ever use of gaming platform, Unreal Engine, to host an immersive, live digital brand experience - Life Unstoppable.

Unreal Engine, provided a platform for using emerging pixel streaming and ray tracing technologies to craft a hyper-realistic virtual home (Samsung House) which embodied the Samsung brand.

Inside this virtual world, beautifully executed aesthetic work including AR and VR, enabled users to discover and interact with 25 Samsung advancements in mobile, wearables, TV, audio and appliances - transforming how brands and audiences connect in digital.

Target audience

With a target audience of retail partners and press, the strategy was to drive engagement by creating a world-first, ‘beyond the expected’ virtual brand experience.

A pre-event comms campaign including animation teasers, built anticipation for the innovative gamification from the very first touchpoint.

Approach

By repurposing gaming platform Unreal Engine, Life Unstoppable scaled to a live audience of +5,000 online attendees. Innovation, creativity and phenomenal design detailing combined to bring the Samsung brand and products to life, in a way that would instantly connect with the target audience.

Pixel streaming delivered a stunning visual experience

Ray tracing created realistic lighting, shadows and reflections

8D audio immersive soundscape for scene-setting slam poetry

Multi-device AR and VR activations highlighted products and brand partnerships

Implementation/placement/scale/timeline

Implemented as a live, 1-hour event on 2 September and live streamed to +5,000 concurrent users via Unreal Engine. Post-activation, Samsung House became an on-demand platform for 1 month to further build relationships and drive sales.

Brand relevance and touchpoints

Combining emerging gaming innovation, with a compelling Live Unstoppable story and creative product activations, Samsung designed a digital space in which users could freely explore, personalising their journey through multiple touchpoints:

Scene-setting poetry from Max Wallis - slam poet/influencer - recorded in 8D audio, experienced in 360° immersive audio on gifted Samsung Buds.

AR and VR moments activated product and brand stories, such as flying a Hercules plane out of an Odessy gaming monitor to highlight a PUGB esports brand partnership.

Virtual presenters (experts, thought leaders, influencers) pre-recorded on green screen, were activated on devices across Samsung House, adding layers of product information, inspiration and entertainment.

Gamified content, such as a hidden comic book challenge, reinforced the story of consumer use of tech and added further elements of discovery to the user experience.

Materials, style elements, design choices

Inside Samsung House, every element - from the artwork and fabric choices, to the ornaments and coffee table reading - was researched for its Gen Z appeal and replicated with obsessive design detailing.

Methods and process

Inventive digital craft was put into play:

Gaming platform, Real Engine, delivered a breakthrough live digital event environment.

Pixel streaming/ray tracing technologies achieved a hyper-realistic visual impact.

AR/VR activations blurred the virtual and physical worlds to drive engagement.

Meticulous 3D rendering replicated 25 products in digital with pinpoint accuracy.

“This bold, new virtual experience allows people… to interact with products in the most immersive way.” Benjamin Braun, Chief Marketing Officer, Samsung Europe

Value added to brand

87% said Life Unstoppable positively reflected the brand

82% said I will talk to friends/colleagues about Life Unstoppable

75% said the experience will strengthen partner relationships

3 in 5 retail partners reported being more likely to order Samsung products

Value for consumer

75% participants interacted with products

64% reported AR activations helped them learn more

Reach

+500% attendance compared to 2019 (+5,000 live participants)

+5% increase in media sentiment year-on-year

Product mentions for visual display up 372% year-on-year

7 days post-event:

1893 articles (Europe)

909 headline mentions

12,846 YouTube views

Achievement against brief

Participant feedback NPS score of 74, (up 17 year-on-year)

Users interacted with 18 products (on average)

Other KPIs

Spend reduced by 54% (verus 2019 physical event)

“Great launch day today for Samsung, which through a very special experiential event - showed the world its concept of the connected home.” telefonino.net