Samsung - The Luna Park Facelift

Intent

To create an interactive experience promoting the Samsung S9 and S9+ at Vivid Festival in the world famous Sydney Harbour. The main focus was to demonstrate the AR Emoji feature built into the device in an engaging way that would attract attention and build positive brand recognition.

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 crafted a unique user journey within a corridor shaped like the number 9. Along the route, users could explore phone features such as low-light, slow-motion and AR emoji creation in different zones. These were aimed to be mesmerising social media worthy moment.

Creators of the AR emoji could send their emoji on a virtual Sydney harbour tour before being 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.