Due to the economical situation in The Netherlands not many brands have the means to organize their own event. That’s why most brands decide to sponsor an existing event. But sponsoring a photo exhibition for Samsung to claim their position as a serious and innovative camera brand just wasn’t enough. We decided to organize our very own photo exhibition, but not a traditional one. Our exhibition had to be as innovative as the Samsung brand itself and their Smart NX cameras. So we organized a photo exhibition were photos appeared in Smart TV’s. Live, via Wi-Fi.

We placed announcements for the free exhibition in the Beurs van Berlage in Amsterdam online and in offline news, gadgets, photography & lifestyle media. Our Facebook app showed a teaser video and we placed banners. In our Facebook app visitors could download and share their self-portrait which they made during the exhibition. Our 5 street photographers also involved their own social networks, which brought us directly to the heart of the target group.

We had four objectives:

1. To create awareness of the Smart NX camera line with built-in Wi-Fi;

2. To strengthen emotional associations with Samsung;

3. To strengthen the brand position in the camera segment;

4. To demonstrate the camera’s Wi-Fi options.

Our campaign achieved the following results:

* Total number of impressions: 1,600,000

* 198 publications

* PR value: € 170,000

* 30% increase in Facebook fans

* Unique photos uploaded to the exhibition floor: 200

* 20.4% increase in market share, exceeding client expectations by 12.7%