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.

At the 2017 Academy Awards, Samsung partnered with Casey Neistat giving their new campaign, Do What You Can’t, a voice for the new generation of content creators. From releasing books to interviewing President Barack Obama, these creators are a new breed of storytellers. They are today’s role models.

On March 29th, we hosted ‘An Evening For The Rest Of Us’ giving true creators the stage to share their Do What You Can’t stories and inspiring others to do the same. The result: a truly captivating and engaging consumer experience and clear representation of Samsung technology evolving entertainment.

Audience:

The event leveraged a group of creative pioneers to target Creators, Aspiring Creators, Millennials, and Generation Z. These people use Samsung technology to unlock the magic of 6-second looping videos, snap stories, boomerangs, etc. They set trends and are who people aspire to be on the platforms they actually use. The launch of the GS8/GS8+ was the opportune moment to engage these audiences, showcasing how Samsung enables them to Do What You Can’t. Guests attended ‘An Evening For The Rest Of Us,’ where Samsung created a platform for these key target audiences.

Approach:

-Illustrate the spirit of the Samsung Do What You Can’t brand campaign by leveraging the partnership with Casey Neistat to bring together a group of innovative content creators to share their own DWYC stories.

-Bring to life the story of how Samsung products make creative ambitions attainable and turn an announcement event into something more meaningful.

Situation: Each year, Samsung hosts an Unpacked event to unveil its latest portfolio of devices and services to the world. Held for press and partners, Unpacked focuses on new features. This recently led us to break the mold, creating ‘An Evening For The Rest Of Us’ – the physical manifestation of Samsung’s Do What You Can’t brand campaign as a consumer event showcasing what people can do with Samsung.

Brief: Create a first-of-its-kind launch event telling the product story in a way that strikes a human and aspirational chord igniting a movement down to consumers on how the product will unleash their creative potential.

Objectives:

-Introduce GS8/GS8+ to the world through the lens of creators.

-Tell the story of what GS8/GS8+ has the potential to unlock.

-Turn an announcement event into something meaningful to the everyday person.

-Create content across Samsung/Creator channels.

-Drive demand for GS8/GS8+ encouraging trial and pre-orders.