VR LIVE PASS

TitleVR LIVE PASS
BrandSAMSUNG ELECTRONICS FRANCE
Product/ServiceSAMSUNG SMARTPHONE NOTE 8
Category A03. VR
Entrant CHEIL FRANCE Paris, FRANCE
Idea Creation CHEIL FRANCE Paris, FRANCE
Production DIGITAL IMMERSION Paris, FRANCE
Credits
Name Company Position
Nicolas Paillieux Cheil France Executive Creative Director
Pauline Dujardin Cheil France Head of Brand Experiences

Background

In 2017, former Gossip, Beth Ditto announced her big solo comeback in France. The announcement of her new album and the Fake Sugar tour once again created the event in France. The album is No. 6 in sales since its launch in France. But the one and only concert date in Paris at the Bataclan, 7th October 2017, is sold out in just a few hours. How can Samsung allow Beth Ditto fans to attend her live concert even when it is sold out?

Describe the creative idea

On 7th October 2017, at the one and only Beth Ditto concert in Le Bataclan of Paris, Samsung allows all her disappointed fans to attend her concert in live, even if it has been Sold Out for weeks, thanks to the Gear VR headset and the Smartphone Note 8.

Describe the strategy

Samsung invents VR Live Pass: a live experience to live a concert even when it is Sold Out. An opportunity for Samsung to support the KPIs of democratization of the VR in France, and an innovation in line with the brand strategy #DoWhatYouCant.

Describe the execution

For the occasion, we invested the last trendy Parisian place “Le Dernier Etage”. An immersive scenography inspired by the singer's last video clip “Fire” was designed for the occasion. At the center of this universe: 100 Gear VR headset available to the public offering 3 different points of view of the concert: pit, stage and artist. Integrating the decoration, a variety of entertainment (pinball, pool table) and a cocktail dinner were offered to customers.

List the results

385K impressions on Instagram 118K Impressions on Facebook 2.3K views on Snapchat 67% of participants tested virtual reality for the first time at the event. 66% of participants say they want to buy a Samsung product. 62% of participants would like to have a VR headset at home.