Connectivity was the trending topic at IFA 2017, the most important fair for consumer electronics.

While most of the companies only staged the connection of products, Samsung put the connection of products and people in the heart of its brand world. The multimedia live installation made visitors the central part of the experience. Everybody was individually welcomed and engaged with the brand more personal than with any other brand before.

At IFA 2017, the visitors were welcomed by a live multimedia installation.

Without a single touch, they took pictures at digital kiosks which animated their portraits across the biggest curved screen at the IFA: The digital faces were created from the shapes of the product portfolio into a stream of particles. This way, Samsung thanked the visitors to be the inspirational source of their innovations.

The spatial gesture of the curved screen literally pulled the visitors into the visionary world of products. Here, interactive zones made the products come alive.

TARGET AUDIENCE

The target audience were all visitors of IFA 2017, Europe’s largest sourcing and supply chain event for the consumer electronics and home appliances industry. In total, 253,000 people visited the IFA during six days – including industry professionals and the general public.

By sharing their experiences on social media platforms, the visitors themselves increased the reach further.

CALL TO ACTION

The brand message, “Inspired by You” was the key message of the exhibition at IFA.

The curved screen was the main medium for this brand manifesto. The brand message celebrated the people as source of inspiration and invited them to enter the exhibition space behind the multimedia installation.

APPROACH

Our approach was to make people experience innovative technology in an intuitive way. Visitors were surprised how easy they could interact and become a part of the brand world.

DIGITAL KIOSKS

The kiosks provided an intuitive user experience which shows how technology can enrich our lives. The especially designed terminals were equipped with a 46-inch display and an LED circle on top. After the kiosk welcomed the visitors, it took their portrait that was then animated.

PARTICLE ANIMATION

Visitors’ portraits were instantly transformed into shapes of the Samsung portfolio. The dynamic particle animation made people experience the diversity of products und made them a part of the brand world. From the digital kiosks, the animation was sent to the curved screen in real-time.

THE CURVED SCREEN

27 HD projectors were pointed to the 550 square meters curved screen and created an ultra-high, 14K resolution. An especially designed frame construction was invisible from the outside and left no folds on the foil surface. The curved screen itself was a suspended rear projection screen.

8 hours a day and 7 days in a row, “Inspired by You” counted 190.000 visitors in total, which are 10.000 more than in 2016.

With a rate of 825 to 97% of all visitors, the digital kiosks recorded high participation.

More than 14.000 interactions generated new impulses in social media which spread it all over the word.