The Challenge

Each year, Sydney hosts the Vivid festival of light and technology - one of the most visited and photographed events in Australia.

Unfortunately, it's hard to take a great photo at night; so most viewers are disappointed when they check their camera roll the following day.

The Solution

We created the Samsung Electric Playground; An adult playground that invited visitors to capture the best of Vivid through the Samsung Galaxy S10 - the most advanced phone camera available.

The Samsung Electric Playground featured 7 activation zones - each concentrating on an individual S10 feature. The playground also featured an immersive studio experience where visitors could dive deeper with the Galaxy S10 and create personalised works of art.

We also created a special app that enabled visitors to easily take their Galaxy S10 photographs home with them and share them on social media using the hashtag #SamsungElectricPlayground.

The result

The Electric Playground was a huge success.

#1 Instagrammed branded activation at Vivid ever.

124% Increase of Galaxy S10 in sales in Sydney.

670+ pieces of individual media coverage.

4.8K+ hashtags in duration of the festival.

300,000 visitors.

289,095 product interactions.

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Role: Senior Art Director - Agency: Cheil - Client: Samsung