SAMSUNG LIFE CHANGER PARK

ClientSAMSUNG ELECTRONICS FRANCE
Category B08. Events & Stunts
TitleSAMSUNG LIFE CHANGER PARK
Product/ServiceSAMSUNG GALAXY AND ITS ECOSYSTEM
Entrant MAGIC GARDEN AGENCY Paris, FRANCE
Idea Creation MAGIC GARDEN AGENCY Paris, FRANCE
PR BURSON-MARSTELLER I&E Paris, FRANCE
Production MAGIC GARDEN AGENCY Paris, FRANCE
Credits
Name Company Position
Beatrix Mourer & Timothée Rignault (Magic Garden) / Nicolas Pailleur (Cheil Fran Magic Garden & Cheil France B. Mourer & N. Pailleux : Creative Director // T. Rignault : Art Director

The Campaign

We created a new world, where everything becomes possible : the world's first amusement park mixing reality and virtual reality. An immersive and entertaining VR experience, multiplying real emotions and thrills, around “millennials” passion points : sport, travel, cinema, music, entertainment, series... An unprecedented event, technically innovative, open to all with a free entrance.

Execution

An iconic place in Paris : the nef of the "Grand Palais", on the Champs Elysées in Paris, during 20 days 9 unique attractions, with a made to measure and immersive scenography for each. We mixed up design and technology in order to emphasize those dynamic attractions : dynamic attractions, ensuring technically that physical sensations fit perfectly with the VR film, odorama, sound design, special effects... A spectacular light show , a video mapping over more than 170sq.m. on the Grand palais architecture and Djs sets completed the experience.

> 209 000 visitors > 3,1 experiences / visitor, that is to say 648 000 experiences > huge media and blog coverage : 46M contacts reached, 25M contacts on social networks, 650 000 digital interactions > #S7LifeChangerPark : N°1 organic trending topic on December 15th After visiting, > 63% plan to buy Samsung products > 79% have a better image of Samsung > 95% have a very positive image of VR

The Situation

Moreover the fact that there were 209 000 visitors, there were a huge media coverage through TV, press and radio, and it generated a lot of social media interactions. > 46M contacts reached > 25M contacts on social networks > 650 000 digital interactions > #S7LifeChangerPark : N°1 organic trending topic on December 15th

The Strategy

1st : switch from the product promise RETHINK WHAT A PHONE CAN DO to a target promise RETHINK WHAT YOU CAN DO WITH A PHONE 2Nd : surprise the millenials, an overexposed and “blasé” target, and build on their passion points (sport, cinema, gaming, music, travel…) 3rd : switch from a product promotion campaign to a global experiential program, “Samsung life changer, ” with 3 experiential dimensions : - During 6 months, a program of 8 original experiences focused on passion points and supported by influencers - A 360° UX digital platform www.samsunglifechanger.com gathering all the generated content - And above all, to launch and wrap up this platform : the big event both designed for influencers & dealers and the general public.