Samsung Promo 3D PROJECTION MAPPING by Starcom Amsterdam

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Industry TV
Media Promo & PR
Market Netherlands
Agency Starcom Amsterdam
Creative Director Sander Ejlenberg
Art Director Liat Azulay
Designer Elano Collaco Do Monte Teixeira, Cas Hamers
Released May 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: SAMSUNG
Product/Service: LED 3D TV
Date of First Appearance: May 20 2010
Entry URL:
Chief Strategy & Innovation Officer: Richard van der Wilk (Starcom)
Creative Director: Sander Ejlenberg (Muse)
Art Director: Liat Azulay (Muse)
Planner: Karlijn van den Berg (Muse)
Designer: Elano Collaco do Monte Teixeira (Muse)
Designer: Cas Hamers (Muse)
Client Services Director: Michael Littaur (Muse)
Account Manager: Julien Rappy (Muse)
Project Manager: Wouter Donkers (Muse)
Director Digital & Operations: George Goudsblom (Starcom)
Senior Consultant Communications & Media: Suzanne Bertus (Starcom)
Senior Consultant Digital & Media: Sabine Poort (Starcom)
Marketing Manager: Raymond Mesterom (Samsung Electronics Benelux)
Product Manager: Hans de Jong (Samsung Electronics Benelux)
Online Campaign Manager: Monique van Overveld (Cheil)
Founder Media Monks: Wesley ter Haar (Media Monks)
Creative Account Manager: Xander Amo (Media Monks)
Media placement: 3D Projection / Outdoor - Building Projection Mapping - 20 May 2010
Media placement: Mobile - HTML5 Takevoer - Location Based Platform (Foursquare) - 20 May 2010
Media placement: Digital Display - Various Formats - May 2010
Media placement: Digital Seeding / Announcement - Video, Blogs, Photo (Event Content) - 18 May 2010
Media placement: Social Seeding - Various Social Platforms (Facebook, Twitter, Youtube) - 18 May 2010
Media placement: Game Take Over - Game Take Over On YouTube - 1 June 2010
Media placement: Promo Team - 8 People LED 3D Ambassadors - 20 May 2010
Describe the objective of the promotion.
How to describe 3D TV experience? It’s impossible to capture the magic of 3D with words and flat images. The 3D TV market was uncharted territory, open for the taking. Samsung had to make an immediate impact with a Big Bang event to establish themselves as the owners of the 3D home experience.
While the masses were still upgrading to HD, Samsung wanted to capitalise on the early adopters who were ready for the next big thing. We needed to announce that the future of 3D had arrived, but how could we advertise the wonders of 3D in 2D?
Describe how the promotion developed from concept to implementation.
We needed innovation: 3D projection! The challenge was to find a place with high PR value, lots of spectators and architectural elements to interact with. The Historic Beurs van Berlage in the centre of Amsterdam was the ultimate location and we arranged all permits, hardware, catering, etc. A team of creative masterminds used special laser technology to measure the buildings’ exact size and structure and created the 3D animation. A stage was set up at to demonstrate the LED 3D TV sets to all spectators allowing instant informational pacing. The digital follow up with YouTube was already under construction.
Explain why the method of promotion was most relevant to the product or service.
3D is such an extraordinary experience because it draws viewers into the world of entertainment in a unique and personal way – blurring the line between reality and the fictional universe. To truly make an impact and grab consumers’ attention we needed to duplicate this sensation on a large scale and create a totally new and unexpected 3D experience outside of cinemas. To showcase the new 3D dimension, we created the world’s first large-scale commercial 3D projection at the historic Beurs van Berlage in Amsterdam, followed by the world’s first game-take-over on YouTube based on the projection content.
Describe the success of the promotion with both client and consumer including some quantifiable results.
While only 1,000 visitors attended the event, the buzz generated 18% reach of the Dutch population, about three million people. News of the event spread to 120 countries, reaching over 50 million people worldwide and the story was covered by 2,000 additional websites and blogs. YouTube reported over one million streams and ranked the campaign as the eighth most-subscribed sponsored channel ever. Most importantly, Samsung increased its share of the LCD/LED market by 25% and 30% respectively in the Netherlands. Samsung garnered its highest TOMA increase (index 193), highest brand preference (index 125), and highest ad recall (index 183).