Samsung endorses Germany's key event of contemporary art – the Art Berlin. At this yearly event, artists and art enthusiasts from all over the world come together to enjoy the latest in contemporary art. How can a tech brand like Samsung make an impact?
Describe the creative idea
Street Art interferes with its environment and engages with the consumer. Through technology we amplified these principles and extend the conceptual ideas of artworks by adding an AR-layer. Thus, changing the visitor’s role from a passive consumer to an active participant.
Describe the strategy
We made art accessible to more people by taking it out from its usual environment. Visitors of our pop-up galleries, murals and monuments were invited to break free from their passive role and actively participate in our artworks instead. To do this, we developed an AR-app, which was the entrance to an immersive world. It allowed visitors to completely dive into and fully exploit the potential of the fusion of art and technology. To build this world, we brought together international artists with 3D-artists and turned the city into an interactive playground. We extended their artworks through AR and brought static art to life. This extension was only visible through our app.
Our target group were the visitors of The Art Berlin, everybody who is interested in art and technology and the followers of our artists.
Describe the execution
Each artist designed his own gallery, mural or monument, which we extended through AR.
Our app acted as the bridge between the analogue and digital world and let visitors explore art on a completely new level. Visitors could download the app or use pre-installed Samsung devices in the galleries. Integrated Samsung products worked as canvases. Through the app visitors could interact with the artworks and decide by themselves how they perceive them. Each artwork provides a different experience. On a mural, a sad girl is looking at her smartphone and was brought to life in AR, showing her as a happy social media queen. At the Brandenburger Tor it was possible to play with a 3D-character and catch candy with him.
Beside the AR-world, the app gave in-depth background information, you could take photos of the AR-artwork and watch making-of videos.
List the results
Only one day after the pop-up galleries opening, our app was #6 of the Trending Apps in the Google Playstore. We were featured in a TV report of the channel Deutsche Welle, the media coverage reached from local to national and we even got the art press to talk about technology, and vise versa. During the whole campaign period, we reached over 158 million people and our content performed +500% better than the average Samsung social media content.