Cannes Lions

Samsung + Years & Years - Made-forVR Tour Preview


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We partnered with progressive music label Universal Music and tech-obsessed, pop trio Years & Years to create a first-of-its-kind virtual reality (VR) music experience.

On the cusp of the band’s sold out European tour we live streamed a unique tour preview for fans who missed out on the chance of a tour ticket.

VR took fans, media and influencers right to the heart of the show by putting them onstage with the band giving them the kind of VIP access never seen before in music.

Acclaimed music director Sam Wrench created a made-for-VR stage set and choreographed the band’s performance, so wherever the audience turned they saw the action, close up.

Content launched on the Oculus Store and in 360-video a week later, so fans were able to re-live the show through Samsung owned channels and this was promoted via social posts from the band.


The campaign launched with a self-shot video of the band announcing the partnership on their social channels and urging fans to tune in to the VR tour preview.

The live-streamed VR gig was held in the studio space of The Hospital Club in London. A venue chosen for its musical heritage, flexible space for both the live show and separate VR viewing gallery and for hosting the 45 media and influencers from eight markets across Europe.

We identified and invited 100 passionate Years & Years fans to attend the live gig to add atmosphere and energy to the studio space.

Three professional 360-degree cameras were placed in the audience, on the stage and above the stage to give viewers the chance to choose their own view of the action.

Then entire campaign was conceived and implemented in just seven weeks due to the pre-set launch date of the S7.


• Target consumer lifestyle media

o 200+ pieces of European coverage

o 90% in target lifestyle media rather than tech titles

• Engage with social influencers and target millennial audience

o Total social reach of over 50 million with almost 1 million engagements.

o 94% of social conversations came from the under-30s

o Years & Years posts gained 140,000 engagements reaching 1 million people

• Develop content and digital assets to be used in owned channels

o 19 European markets posted 111 pieces of campaign content with a reach of over 25 million with 760,000 engagements

• Drive pre-orders of the phone

o Galaxy S7 and S7 edge generated record pre-orders sales, which were at least 2.5 times greater than those of any other previous Galaxy devices in Europe

o UK retailer Carphone Warehouse reported a 200% uplift in pre-orders for the Galaxy S7 and S7 edge, compared with the Galaxy S6 and S6 edge

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