SAMSUNG LIFE CHANGER PARK
Title | SAMSUNG LIFE CHANGER PARK |
Brand | SAMSUNG ELECTRONICS FRANCE |
Product/Service | SAMSUNG GALAXY AND ITS ECOSYSTEM |
Category |
B08. Events & Stunts |
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
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.