REWRITING THE RULEBOOK WITH BREAKTHROUGH PRODUCT LAUNCH

Smyle transformed Samsung’s physical press Conference, with the first ever use of gaming platform, Unreal Engine, to host a pioneering digital event, setting new standards for virtual launches irrespective of sector.

Over 5000 media, influencers and Samsung partners visited a virtual Samsung House – a hyper-realistic, immersive 3D virtual world, built to demonstrate the latest in mobile, wearable, TV, audio and home appliance technologies.

Partners were able to make themselves at home in the space, then discover and interact with products and Samsung people. The experience was further enhanced with augmented reality (AR), 8D audio and super-hero themed gamification.

By creating the ‘Life Unstoppable’ virtual world, we pushed the boundaries of virtual immersive experiences to find an innovative way to share how Samsung technology defies limits by bringing life, work and entertainment together using products that seamlessly connect with one another.
Benjamin Braun, Chief Marketing Officer, Samsung Europe

With a 293% increase in attendance, compared to 2019’s face-to-face launch, the impressive reach of this event was matched by its positive attendee ratings:

• 5% increase on media sentiment compared to previous year
• Product mentions up 372% on previous year
• Over 300% increase on engagement

Finally, the inclusion of interactive gaming elements meant participants spent 29% longer (dwell time) exploring Samsung products, as part of the experience.

An array of lifestyle and tech press carried the Life Unstoppable story with over 1893 articles written and 909 headlines. Additionally the activation picked up a number of awards including:

The Drum Experience Awards
B2B Experience of the Year

Digital Event Awards
Best Digital Product Launch

V Awards
Best Product Launch

See also

Country House

The Lockhouse,
71 Mead Lane,
Hertford, SG13 7AX

Town House

Albert House,
256-260 Old St,
London, EC1V 9DD

Manchester

Studio 106, SeeSaw,
86 Princess Street,
Manchester, M1 6NP

Amsterdam

Suikersilo-Oost 22,
1165 MS Halfweg,
Netherlands