The goal of the announcement event was to tell the story of what the new GS8/GS8+ has the potential to do in human hands. We needed to translate the product announcement into something more meaningful – a story about Samsung empowering regular people to Do What You Can’t. We leveraged a milestone for the brand to introduce the new creator class and created a tangible, aspirational event to build emotional connections between Samsung technology and the key target audiences.

The event featured the audience’s favorite YouTubers who each told their own Do What You Can’t stories. They set the stage for the unique voices of the new generation of content creators. ‘An Evening For The Rest Of Us’ showed what happens when regular people harness the power of Samsung technology.

In conjunction with GS8/GS8+ announcements, a group of 100+ creative pioneers were flown to NYC and brought together to celebrate creators powered by technology. Unique experiences included a private dinner and discussion at the Whitney Museum with Casey Neistat & Larry Willmore. A lunch hosted by famed chef Danny Bowien furthered conversation and collaboration amongst the group.

The activation culminated with ‘An Evening For The Rest Of Us,’ a groundbreaking live show attended by 1,500 creators, media, consumers and industry leaders at David Geffen Hall. Designed as a night of inspiration, creativity and breaking barriers between Samsung and the creative class, the program shined a spotlight on a lineup of pioneering creators and celebrated their ambitions in a cinematic presentation. Hosted by comedian/activist Franchesca Ramsey, the show featured segments by prominent creators including Casey Neistat, Max Joseph, Spike Jonze, Tracy Morgan, Larry Willmore, Shantell Martin, Bradley Friesen, and SuperSaf.

‘An Evening For The Rest Of Us’ and GS8/GS8+ devices were well received with high satisfaction, 88% and 86% respectively. The majority of the 1,500 attendees were non-Samsung owners (60%) — the relationship with creators increased brand opinion and purchase intent for the GS8/GS8+.

The creators’ influence inspired 88% of attendees to create their own Do What You Can’t story. A total of 250+ creator posts generated 22M+ video views. Following ‘An Evening For The Rest Of Us,’ 90% are more likely to purchase a GS8/GS8+ —among the highest ever recorded across Samsung launch activations.

Alignment with creators produced a strong tie to Samsung’s commitment to technology-driven content. More than half of attendees plan to follow the creators moving forward, proving that this campaign is symbiotic: not only does Samsung get to align technology with popular creatives, but Samsung creates exposure and opens up a new audience for these innovators.