Changing the View in Auckland City
To launch the super powerful Samsung Galaxy Note9 in New Zealand, we needed a super powerful big idea. We used the Galaxy Note9 to literally change the view in Auckland City.
We turned an iconic Auckland building into a blank canvas and used the power of the Note 9 to project enormous ‘live’ artworks.
Some of New Zealand’s biggest names went head to head in art battles, each creating unique art works against each other. Live. Their brief was to use the Note9 and S Pen to creatively interpret the powerful features of the device. Pioneering technology projected the works from their device onto the side of our building in real time.
The scale of the live projections captured the imagination of Auckland city and were shared further afield via a social amplification strategy.
VIP guests watched the projections from an exclusive event below, whilst superstar DJ’s, the Jupiter Project, mixed soundtracks live to each battle. A site specific light installation designed by Angus Muir provided guests a backdrop to create and share further content on the Note9.
For the final art battle, two of NZ’s hottest artists Otis Frizzell and Callum Rooney, were each given 35 minutes to respond to the brief: POWER. Their completed artworks were shared across social media and fans could vote for their favourite. The winning work became part of the Galaxy Note9 OOH campaign, running on billboards across the country.
Through this powerful live experience and the content generated, Samsung reached over 2.6 million people. The Note9 NZ Launch was an innovative idea that leveraged new technology and had the devices’ key features at its heart. A powerful way to launch the world’s most powerful smartphone, from the world’s leading technology brand.
NZ Commercial Communications Council AXIS Awards 2019
FINALIST Brand Experience and Activation
NZ Commercial Communications Council PRESCOM Awards 2018
GOLD Most Innovative Campaign
SILVER Best Experiential Campaign
