Fans were invited to submit photos that captured what it meant to be Australian to a campaign microsite, to be projected onto the sails of the Opera House using state of the art 3D mapping technology for one special night. This relationship between both emotion and technology is what Samsung was striving to achieve with the features of its ‘designed for humans’ GALAXY S4.

The event trended globally on Twitter and produced 4.2 million Facebook impressions. Without any above-the-line media spend, Samsung Social Sails generated a total 15 million dollars in earned media impressions.

The campaign, which was conceived and executed in only three weeks, ignited global awareness for the Samsung GALAXY S4 and put Sydney on the world stage. Best of all though, Australians gained an emotional connection with the Samsung brand, giving them an occasion and a stage to demonstrate their national pride in a way they could never have imagined.