The innovative functions of Galaxy S7 camera has a prominent feature in capturing the object moving fast in the darkness. It is hard enough even for DSLR. To prove the innovative functions of Galaxy S7 camera, we decided to challenge for an experiment with capturing the most beautiful and dynamic movements of Netherlands Dance Theater, and various materials on a dark stage by Galaxy S7.

First, we prepared for a professional quality photo exhibition, pop-up gallery in Seoul with outputs. Secondly, shot a behind the scenes video to promote the exhibition and viral online. Pop-up gallery was located in one of the most fashionable area in Seoul, garosu-gil. Before opening the gallery, we released teasing viral video that has honest opinions of professionals. In addition, we printed full page newspaper advertisement with the photo and invited people. This exhibition extended to 9 universities all over the country and to online gallery. Also OOH all over gangnam subway station and other OOH spots near the university were covered with the photo. After the pop up store, it reopened in Seoul Arts Center: one of the most authoritative art place in Seoul. The viral film was screened in multiplex theaters.

This project was exposed to more than 19,000 people, and more than 20,000 people visited the gallery. With a great success, the most innovative camera technology of Galaxy S7 was delivered to Korean customers intuitively and sensuously, and Samsung Electronics achieved record-breaking sales. This project started with on and offline photo exhibition, and viral video. The viral video hit over 3,550,000 views and was aired at multiplex movie theaters. The photos covered 40 spots of subway OOH in Seoul, making it outdoor art gallery in the flow of human traffic. It was printed on 31 major newspapers every day and it was featured in 16 magazines. Photo Exhibition was extended to nationwide 9 universities and Seoul Arts Center. Changing the Korean customers’ perception of smartphone camera, this project won the best practice on Samsung Electronics’ local marketing.