Provide an innovative launch for Samsung’s newest range of connected products from its ‘Life Unstoppable’ series to engage partners, press and consumers, challenging what is possible with online experiences.
After the success of last year’s “Life Unstoppable”, which took more of a game-based approach, Smyle rethought the boundaries of customer experience by implementing a new approach to online consumer engagement. Viewers could watch and shop at the same time, not so much e-commerce but rather “e-xperience”. Samsung also used the e-xperience to maximise reach – overcoming issues of scale inherent with activations limited to a physical location.
Unlike purely physical experiential, in the e-xperience everything is measurable and trackable. From social time spent in the experience, to interactions, to direct sales on brands’ websites. The data was fed directly into Samsung’s CRM providing invaluable insight. The blend of experience and e-commerce allowed us to measure the KPIs, creating a clearer correlation between the objectives and our solution.
The e-xperience was delivered through interactive video. It followed an eclectic family at home, in a Wes Anderson-style film as they used the new Samsung range in ever more inventive ways. The story was stitched together with a series of vignettes that demonstrated Samsung’s innovations, together with an entertaining narrative that drew in the audience. Visitors to the house were guided from room-to-room and vignette-to-vignette, but could also take control of the navigation by clicking on the rooms and products too – fusing the best elements of gaming with filmic storytelling. Products became hotspots and with a click participants could stop the action and deep dive, or jump to the local market Samsung online store to make an immediate purchase.
The film was shot in a large studios, and stands out because of its heavy art direction and visual style combined with innovative technologies employed. To produce the high quality mini-movie, Smyle drew from its expertise in set design, filming video production, digital production, VFX and motion control. Smyle additionally worked with Free Turn with the film being directed by Jel Groman, responsible for hits such as My Big Fat Gypsy Wedding, Daredevils and Born in the Wrong Body.
Launched in 17 countries across Europe, it delivered a one-of-a-kind customer experience, where people were able to see exactly how products would fit into their daily lives. Smyle blended entertainment, experiential marketing and e-commerce to tailor the launch to consumer’s needs. Additionally, to reach people in this ‘most broadcast to erra’, you have to be creative, you have to find new ways of telling stories, because we’re in experience, marketing, brand and PR. We’re storytellers.
- 3740 attendees
- 60% of viewers watched the full 45 minute show
- Over 4000 consumers with a 1000 click to buy actions
- Interactivity stats exceeded averages:
- 29% active audience share
- 3.51 Interactions per active viewer