Title	SAMSUNG LIFE CHANGER PARK
Brand	SAMSUNG ELECTRONICS FRANCE
Product/Service	SAMSUNG GALAXY AND ITS ECOSYSTEM
Category	C06. Immersive Customer Experience
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

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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

> 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

Explain why the method of promotion was most relevant to the product or service

Objective : Samsung aim to promote the Galaxy S7 as the entry key of a full mobile ecosystem with a focus on the Gear VR (Samsung virtual reality headset) As a result : > 63% plan to buy Samsung products > 79% have a better image of Samsung > 95% have a very positive image of VR > and even 55% apple owners intent to purchase Samsung product. > 200 000 headsets sold

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.