For two full days, 5 well-known street photographers in 4 different countries went on the street for us. Simultaneously, and under the watchful eye of the visitors, they filled their own Smart TV screen in the exhibition area in Amsterdam one photo at a time. Each photographer was equipped with a Samsung Smart NX camera with built-in Wi-Fi, a Samsung Smartphone with mobile internet and a Samsung Tab to edit photos when necessary.

The photographers also carried along a video camera, with a livestream to the exhibition area. That way, visitors in Amsterdam could see through the eyes of the photographer how the photos came about. All visitors could experience the Smart NX cameras themselves: they could make a special self-portrait that was directly uploaded to Facebook. From there, the visitor could share, download and set it as a profile picture. The exhibition was free of charge and therefore accessible to everyone. On the exhibition floor, we built a control room for a team of operators who during the exhibition ensured that the images could be seen on the 10 Smart TV screens. Live. All the technology used already existed but we combined it in a unique way to bring our idea to life.

There might be a possibility that Samsung will organize more LIVE photo exhibitions, for specific camera models, targeting specific target groups.

The following are the results from the 2012 exhibition:

* Total number of impressions: 1,600,000

* 198 publications

* PR value: €170,000

* 30% increase in Facebook fans

* Unique photos uploaded to the exhibition floor: 200

* 20.4% increase in market share, exceeding client expectations with 12.7%