Turn an ordinary bus stop advertisement into a highly engaging living poster to demo the Samsung Gear S3 capabilities and sleek design.

How? By creating a media that is ‘Classic from the outside but revolutionary from the inside’ like the Samsung Gear S3 smartwatch.

To do that we looked for an idea that could take a classic medium - like OOH bus station advertising – and revolutionize it by making it smarter from the inside: and so was born our Samsung LIVE stream broadcast bus poster. An outdoor billboard that engaged and interacted with commuters in a way they did not expect and surprised them. The exact same narrative people experienced when wearing the Samsung Gear S3 smartwatch.

Samsung Gear S3: “It looks like a regular watch but surprises everyone.”

We turned an ordinary bus stop ad into a engaging LIVE poster. How?

1. By replacing the poster with a screen

2. Connecting the screen to a nearby studio

3. Broadcasting live from the studio to the billboard

The billboard featured a male model “striking a typical pose”. By eavesdropping on commuters’ conversations, the model came to life every time a situation arose in which a smartwatch was useful -surprising onlookers by accepting a call or playing a funky tune.

The interaction was powered by a LIVE video stream of the actor in the studio which allowed the model to showcase the smartwatches’ functions and design in a timely manner –on cue with whatever people waiting for the bus were doing.

Commuters’ spontaneous responses made it clear they had no idea how this was happening. Our message came out strong: ‘Classic from the outside, revolutionary and smart on the inside’.

* Over 1 million views.

* Worldwide coverage of the innovative use of media.

* Approx 2M$ media impressions.

* 10% growth in Samsung Gear S3 sales (a lot in terms of an early adaptors’ product)

* Singled out as ‘Best Technology Ad of the Month Worldwide’ – Adforum March 24th 2017