Title	SAMSUNG MOVING MESDAG
Brand	SAMSUNG ELECTRONICS BENELUX
Product/Service	SAMSUNG 4K CURVED 88-INCH S-UHD TVS
Category	A05. Branded Live Experience
Entrant Company	CONSPIRACYSINC Amsterdam, THE NETHERLANDS
Contributing Company	CAPTCHA Amsterdam, THE NETHERLANDS
Contributing Company 2	CHEIL BENELUX Amsterdam, THE NETHERLANDS
Production Company	WHOOHOO Haarlem, THE NETHERLANDS

Name	Company	Position
Menno Otten	Atelier Amsterdam	Artist
Olivier Lisman	CONSPIRACYSINC	Strategy Director
Simon Phillipson	CONSPIRACYSINC	Art Director
Jens Bezemer	CONSPIRACYSINC	Copy
Robert Jan Deelen	CONSPIRACYSINC	Project Director
Floris Brockmeier	Samsung Electronics Benelux	Marketing Manager
Zbigniew Wolny	Sonic Paintings	Sound Designer
Richard Raaphorst	Richard Raaphorst	Digital painter
	Van Domburg Partners	Digital Signage
	NDSM Werf
	Gemeente Amsterdam
	Tchai International	Stand/Experience builder
	De Vries Producties
Richard Roest	Cheel

The Campaign

Samsung formulated three main objectives for Moving Mesdag: 1. Contribute to society by attracting a broad audience for the heritage of a Dutch master 2. Create awareness for Samsung curved S-UHD television TVs, in a surprising and authentic way that goes beyond regular product placement 3. Associate the Samsung brand with innovative art and young talent in the creative industry Samsung’s mission is to improve consumer’s lives through technology, using a surprising combination of art, innovation and heritage. To bring this about, Samsung deliberately plays on the factor of surprise, choosing unsuspected moments and places to show what the brand represents. And that’s exactly what Moving Mesdag does. The 360-experience is focused on winning over new audiences through contemporary innovation. With art as one of its major passion points, Samsung does not only bring the masterpiece and its product, but also its brand values, to life. Moving Mesdag aims to combine the expertise and networks of two unlikely partners, Samsung and Panorama Mesdag, to engage new audiences outside their normal brand habitats. Moving Mesdag positions Samsung as a credible tech-partner at the heart of the cultural sector, offering innovation and inspiration through technology. At the same time Moving Mesdag appeals to new audiences for the old masterpiece Panorama Mesdag, positioning itself as an innovative and unexpected cultural entity. The travelling ‘dome’ lifted the famous painting from its confined location in The Hague, bringing it to new audiences. Moving Mesdag started on on the NDSM-wharf in Amsterdam, during the biggest event of The Netherlands: SAIL Amsterdam. Subsequently, the dome was moved to the most prestigious location in The Netherlands: Museum Square, in front of the Rijksmuseum. Over 30,000 people, including the Dutch Prime Minister, experienced the pop-up museum in the cultural heart of The Netherlands.

Samsung commissioned MeMo² to conduct a Product and Sponsor tracking study for the purpose of measuring the effects of Moving Mesdag activities. This report focuses on Awareness, Appreciation and Fit for Samsung among those who where exposed with Moving Mesdag. In addition, the effects of sponsoring Moving Mesdag on the Samsung brand where measured. - 30,000 visitors in 12 days - Rewarded 8.5 (out of 10) - 21% increase in visitors in the Panorama Mesdag Museum (compared to the same period in 2014) - raised awareness amongst new target groups - a total Earend Media reach of 1.533.439 - improved Product Appreciation of Samsung Curved UHD TV because of visiting Moving Mesdag (+21%). - significantly higher scores on Brand Image Samsung among those Exposed to Event and Earned Media (on average +11%). And also significantly higher scores on brand Image Samsung Curved UHD TV among those Exposed to Event and Earned Media (on average +21%). - over 70% of the Exposed to Event group thinks Samsung is a (very) good fit with Moving Mesdag. Among the Exposed to Earned Media group, 68% thinks that there is a (very) good fit. Both groups score significantly higher than the Benchmark.

Moving Mesdag brings the iconic 19th century masterpiece Panorama Mesdag to life vividly on 14 curved 4K S-UHD TVs, using cutting-edge post-production techniques and animation. The work lifts the famous painting from its confined location in The Hague and brings it to modern times and new audiences. Moving Mesdag is a unique collaboration on the intersection of art, technology and creativity. It is a partnership that brings both the Dutch cultural heritage of Panorama Mesdag as well as the technological innovation of Samsung to new audiences. By munificently making its work available for young artists, Panorama Mesdag positions itself as an innovative cultural institute. And Samsung brings it to life with their 14 curved 4K S-UHD TVs. This way each party involved utilizes the branded content to present itself in a new way.