Samsung Galaxy S8 Launch


Project Description

Awareness sits at the heart of any product launch, and Samsung set out to broaden the potential eyeballs by creating a truly integrated campaign; one that leveraged traditional marketing, extended it into a stunning on-the-ground spectacle, made the audience play a central role, and set the stage for beautiful content capture to be shared.

At sunset on April 21st 2017, we staged one of the largest NYC immersive out of home takeovers ever: 42 screens in Times Square and 12 custom-built screens on the High Line, not forgetting our 25ft hologram. We brought the crossroads of the world to a standstill in Times Square with a multi-sensory, cutting-edge spectacle and our stunning seascape flooded the High Line like never before, bringing the most visitors after dark in their history.

The result was a truly transformative moment: two iconic New York City landmarks, 126,000 New Yorkers found themselves playing a part and it moved them to capture and share it on their own in spectacular numbers: 7.65MM social engagements and 213MM social impressions.