1/ SITUATION

After a successful media launch in February 2016, Samsung aim to promote the Galaxy S7 as the entry key of a full mobile ecosystem.

Since then, how to embody the following promise in the eyes of a millenial target (18-35) : "Rethink what a phone can do".

2/ BRIEF

Promote the new Samsung Galaxy S7 smartphone and its ecosystem with a focus on the Gear VR (Samsung virtual reality headset).

3/ OBJECTIVES OF THE EVENT

> Promote the new Samsung Galaxy S7 smartphone and its ecosystem with a focus on the Gear VR (Samsung virtual reality headset) to the millenials targetn dealers and influencers

> Democratize the use of VR

> Generate massive media coverage and conversation in social media

> Create contents for the digital plateform

4/ TARGETS

> Influencers: media & bloggers

> Samsung dealers

> The general public, with a focus on millenials

We created a new world, where everything becomes possible : the world's first amusement park mixing reality and virtual reality.

Moreover, we created a 360° UX digital platform www.samsunglifechanger.com gathering all the generated content.

An iconic place in Paris : the nef of the "Grand Palais", on the Champs Elysées in Paris, during 20 days

9 unique attractions, with a made to measure and immersive scenography for each. We mixed up design and technology in order to emphasize those dynamic attractions : dynamic attractions, ensuring technically that physical sensations fit perfectly with the VR film, odorama, sound design, special effects...

A spectacular light show , a video mapping over more than 170sq.m. on the Grand palais architecture and Djs sets completed the experience.