Cannes Lions

SAMSUNG CIRCLE OF SOUND

DDB STOCKHOLM, Stockholm / SAMSUNG / 2016

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Overview

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Credits

Overview

Description

To promote Samsungs new 360 speaker, the R7, we teamed up with Icona Pop to create a live online-only concert that was experienced from all 360 angles. The concert was live streamed exclusively to 360 fans, digitally seated around the stage, as Icona Pop performed their new single ‘F.U.’ for the very first time.

After the live event, an interactive version of the concert was made available from the responsive campaign site. The site let you view the concert from any of the 360 angles around the stage, proving that sound was equally great from wherever you’re listening. This also became the launching platform for Icona Pop’s new single.

Execution

To build up interest, we made the live event exclusive for 360 persons only. We released 360 unique digital tickets on social media and bought online media. The first person to claim a code won a digital seat at the concert. We also used Icona Pop’s social media to reach their fanbase.

On our campaign site, pre-concert, we dropped clues on how to claim a ticket. On the site we also presented the Samsung 360 speaker. The live concert was stream on the campaign site and a digital ticket was needed to watch the stream. A few days after the show, the whole interactive concert with all the angles was released for anyone to discover.

Outcome

- Impressions: 64 000 000

- Full seated live concert

- The R7 360 speaker sold out in Samsung.se e-shop

- 67% of those who experienced the campaign would consider a 360 speaker over of a conventional one.

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