Samsung - The Luna Park Facelift

Intent

To architect a massive interactive experience at Vivid Sydney, activating prime Sydney Harbour real estate to launch the Samsung Galaxy S9 and S9+. The core objective was to introduce the device's flagship AR Emoji feature through a highly engaging, consumer-led activation that drove positive global brand sentiment.

The challenge

Create an seamless end-to-end experience with high traffic levels in prime Sydney real-estate. Manage multiple project stakeholders and staying true to the brand broader “Do what you can’t” campaign. This was to be a consumer-led experience rather than a standard product promotion involving custom technology and multiple event partnerships.

Delivery

We mapped out a custom physical user journey housed inside a massive pavilion shaped like the number "9." Inside, attendees navigated through immersive, highly shareable zones designed to showcase the phone’s low-light video, super slow-motion, and AR Emoji features.

The journey culminated in a spectacular ad-tech payoff: users could send their custom AR Emojis on a virtual Sydney Harbour tour, which then projected onto the face of Sydney’s iconic Lunar Park entrance and sent photographic evidence to share with friend and family.

Samsung’s new Galaxy S9 technology was brought to life at the annual Vivid Light festival with an innovative, immersive experience that allowed each visitor to create their own AR Emoji which is accurate to their own face and have it projected onto one of Sydney Harbour’s key landmarks, Luna Park.

I was fortunate to be involved in pitching this idea through to project completion whilst at advertising agency Leo Burnett. We had our eyes set on an activation at Sydney’s Vivid festival for a number of years and Samsung bought into our idea to take over the show with the biggest activation it had seen to date.

I was involved as a Digital Designer and created graphics for the experience to help people navigate through the different interaction points and give them something as a ‘takeaway’ from their time spent on the stand. The stand included points for onboarding, product demonstrations and social media worthy moments. As well as the activation, we ran paid media promotions across Sydney to promote the activation and encourage people to experience the technology for themselves.

Over 3 weeks the stand had 133k visitors with an average dwell time of 48 minutes and received an estimate 17% passer-by to visitor conversion rate. We projected 17,000+ faces onto Luna Park and had 7+ million social media impressions.