Samsung: Case study

Credits & Description:

Company Entering : Cheil Worldwide, Seoul
Brand : Galaxy Note8
Advertiser : Samsung Electronics
Agency : Cheil Worldwide, Seoul
Executive Creative Director : Jonghee Yoo
Creative Director : Hakkyun Choi
Copywriter : Sohyun Lee
Art Director : Yunji Jeong/hongkoo Sohn/heekyung Keum/eunkyung Seo
Head Of Be Business Group : Jihyun Park
Head Of Be Business : Jaesan Kim
Head Of Be Division : Eun-sook Koh (business)/hwanjoon Cho (creative)
Account Director : Colin Kwon
Account Manager : Jaesung Lee/eunbee Kyung
Account Executive : Dakyung Lee
Strategic Planning Director : Jaewoong Yang
Strategic Planning Manager : Hyunmin Lee/inho Kim/ju Hyun Lee
Strategic Planner : Areum Han
Agency Producer : Youngjin Oh
Film Production Company : Museum, Seoul
Director : Jongmin Lee
Post-production Company : Solid Vfx Lab, Seoul/designfever, Seoul/sila Sveta, Seoul/
Invnt, Seoul
Other Post-production Credits : Jaecheol Song/park Suchun/lee Juhwan/oh Jooheon/
Choi Sanghyun/alexander Us/mike Kitson
The brief :
To effectively deliver the launch of galaxy note8 to global media and consumers, building anticipation for the new product and creating post-event buzz.
The strategy :
Samsung galaxy note8 unpacked selected a venue that could embrace a new and huge 3 dimensional screen. With content material that can effectively visualize the product features through spatial and illusional effects of the 3-sided screens, both attendees at the event and millions of livestream viewers were presented with an immersive and unforgettable launching event experience.
The execution/the execution & craft : several graphic simulations were gone through as the actual screens are constantly being tuned until the last minute. As there are limitations to visualize the 3d content on a computer, a mini stage - one-eighth the size of the real stage – was set up for precise testing and editing purposes. For a successful launch of a new product, any distortions of the product were unaccepted; the visuals were adjusted so that product images can be perfectly presented on the three sides. This process also allowed the team to develop content with mystical effects such as the product floating
The result :
Samsung galaxy note8’s ‘3 dimensional unpacked’ successfully introduced the revival of the note series through its grand screen and immersive content. 1,700 attendees at the event cultivated numerous pr articles that roused viral effects. This project reached up to 47 million live digital viewers worldwide.