2019 Brand Experience & Activation

SAMSUNG KX OFFICIAL LAUNCH

TitleSAMSUNG KX OFFICIAL LAUNCH
BrandSAMSUNG
Product/ServiceSAMSUNG KX
Category C02. Live Shows / Concerts / Festivals
Entrant IRIS London, UNITED KINGDOM
Idea Creation IRIS London, UNITED KINGDOM
Additional Company CHEIL WORLDWIDE Madrid, SPAIN
Credits
Name Company Position
Henry Scotland Iris Executive Creative Director
Tanya Weller Samsung Director of Samsung Showcase, KX
Fran Derry Iris Board Director
Chloe Aldridge Iris Production Director
Joaquin Espagnol Cheil General Creative Director
Jamie Trapaga Cheil Creative Director
Pablo Fernandez Cheil Creative Director
Ezequiel de Luca Cheil Creative Director
Nicolas Diaco Cheil Creative Director
Andres Huerta Cheil Creative Team
David Patarroyo Cheil Creative Team
Teresa Lopez Cheil Creative Team
Maria Lempicka Cheil Creative Team
Irene San Jose Cheil Creative Team

Why is this work relevant for Brand Experience & Activation?

We created a Live Show to launch the new Samsung KX brand space in London. It broke new ground for a Live music performance due to it being in a 9:16 format, made for the Instagram generation. Considering 94% of mobile use is now vertical, we felt it was time for a gig to be created bespoke for the format. Working with rising international star Mabel, 'The Vertical Gig' attracted a 2,000 strong crowd and was beamed Live across social. It was also broadcast on the iconic screen in London's Piccadilly Circus and garnered media attention around the world.

background

Samsung KX is the new flagship brand experience for Samsung in London. It's a place where expectations are challenged and barriers broken down. It won't sell any products but will offer experiences that the local community can enjoy from learning new skills such as coding, yoga, film-making and music performances, amongst many others. However, Samsung KX is situated in Coal Drops Yard, a relatively unknown, but up-and-coming, cultural spot in London. Add to that, the fact that London has thousands of attractions, shows and events every day - means there's a huge battle for people's attention. So, how do you generate massive noise for a brand space in the most competitive event landscape on the planet? Our main objective was to generate mass awareness through the media, alongside filling the 2000 capacity on the night and fueling social sharing via influencers.

Describe the creative idea (20% of vote)

To capture London (and the world's) attention we needed to create a launch event which would stand out from anything else happening that night in London town. Almost all Live music performances are horizontal which is strange considering the accelerating use of vertical on social. So we asked ourselves - why are all gigs still horizontal? We created 'The Vertical Gig' and turned 'Live' on its side. We constructed a 9:16 stage made for the vertical format that dominates video on social platforms today. Collaborating with international star Mabel, our 45 minute performance was created bespoke for the unconventional format, giving fans a unique experience to share on their stories. And, share they did as the event lit up social.

Describe the strategy (20% of vote)

Mobile video sharing has increased by 2048% in the last 5 years (Source: Ooyala). It's an explosion that Gen Zers are fuelling. 94% of mobile phone use is in vertical mode (Source: JSK Journalism Fellowships) and 79% find vertical video the most interesting (Source: Martech Advisor). This is a trend driven by the upright configuration of Stories on Instagram, Facebook and Snapchat. To engage with young Londoners and to cut through the London event noise we needed to connect with this time poor and cynical audience to create something that would generate mass FOMO.

Describe the execution (30% of vote)

The event took place on the 3rd September 2019 at Samsung KX in Coal Drops Yard, Kings Cross, London. We designed a stacked, three-story stage, standing more than nine metres high, that allowed all elements of the gig to be seen and heard in a vertical symphony. Mabel performed with her band, DJ and dancers across multiple levels, so the crowd could get the perfect shot. Samsung activations need to achieve a high perceived level of production value – we did this by incorporating full-bleed LED walls into each aperture, alongside the latest lighting technology – we also created a bespoke metal scenic surround for the outside of the containers and between each level. The three LED surfaces allowed us to create graphic sequences which gave the impression of one huge vertical palette. The event was filmed by Coldplay’s live video director Ben Farrey.

List the results (30% of vote)

The event was over subscribed with a 2000 strong capacity attendance including 70+ influencers. Total of 811 million reach. 85% positive sentiment - 270% increase compared to Microsoft LDN store launch. Doubled Samsung brand share of voice during campaign period. 378 international media articles with 16,669 shares and comments. Our hashtag became Samsung UK's most successful yet and doubled the brand's share of voice.