We needed innovation: 3D projection! The challenge was to find a place with high PR value, lots of spectators and architectural elements to interact with. The Historic Beurs van Berlage in the center of Amsterdam was the ultimate location and we arranged all permits, hardware, catering, etc. A team of creative masterminds used special laser technology to measure the buildings’ exact size and structure and created the 3D animation. A stage was set up at to demonstrate the LED 3D TV sets to all spectators allowing instant informational pacing. The digital follow up with YouTube was already under construction.

While only 1,000 visitors attended the event, the buzz generated 18% reach of the Dutch population, about three million people. News of the event spread to 120 countries, reaching over 50 million people worldwide and the story was covered by 2,000 additional websites and blogs. YouTube reported over one million streams and ranked the campaign as the eighth most-subscribed sponsored channel ever. Most importantly, Samsung increased its share of the LCD/LED market by 25% and 30% respectively in the Netherlands. Samsung garnered its highest TOMA increase (index 193), highest brand preference (index 125), and highest ad recall (index 183).