Samsung KX is the new flagship brand experience for Samsung in London. It's a place where expectations are challenged and barriers broken down. It won't sell any products but will offer experiences that the local community can enjoy from learning new skills like coding to yoga to film-making to music performances - and the list goes on.

But it's in Coal Drops Yard a relatively unknown, but up-and-coming, cultural spot in London. Add to that, the fact that London has thousands of attractions, shows and events every day means there's a huge battle going on for people's attention. So how do you generate massive noise for a brand space in the most competitive event landscape on the planet?

Our main objective was to generate mass awareness through the media, alongside filling the 2000 capacity on the night and fuelling social sharing via influencers.

To capture London (and the world's) attention we needed to create a launch event which would stand out from anything else happening that night in London town. Almost all Live music performances are horizontal which is strange considering the accelerating use of vertical on social. So we asked ourselves - why are all gigs still horizontal?

We created 'The Vertical Gig' and turned 'Live' on its side. We constructed a 9:16 stage made for the vertical format that dominates video on social platforms today. Collaborating with international star Mabel our 45 minute performance was created bespoke for the unconventional format giving fans a unique experience to share on their stories. And share they did as the event lit up social.

Mobile video sharing has increased by 2048% in the last 5 years (Source: Ooyala). It's an explosion that Gen Zers are fuelling. 94% of mobile phone use is in vertical mode (Source: JSK Journalism Fellowships) and 79% find vertical video the most interesting (Source: Martech Advisor).

This is a trend driven by the upright configuration of Stories on Instagram, Facebook and Snapchat.

To engage with young Londoners and to cut through the London event noise we needed to connect with this time poor and cynical audience to create something that would generate mass FOMO.

The event took place on the 3rd September 2019 at Samsung KX in Coal Drops Yard.

We designed a stacked, three-story stage, standing more than nine metres high, it allowed all elements of the gig to be seen and heard in a vertical symphony.

Mabel performed with her band, DJ and dancers across multiple levels, so the crowd could get the perfect up-right shot.

Samsung activations need to achieve a high level of production value – we did this by incorporating full-bleed LED walls into each aperture, alongside the latest lighting technology – we also created a bespoke metal scenic surround for the outside of the containers and between each level.

The three LED surfaces allowed us to create graphic sequences which gave the impression of one huge vertical palette.

It was also broadcast on the iconic screen in London's Piccadilly Circus.

Event was over subscribed with a 2000 strong capacity attendance with 70+ influencers

Total of 811 million reach

85% positive sentiment - 270% increase compared to Microsoft LDN store launch

Doubled Samsung brand share of voice during campaign period

378 international media articles with 16,669 shares and comments