In a brief to bounce back from the “phone on fire” PR Samsung was receiving, and the fashion and art crowd’s major preference for Apple I looked at how we could use Samsung technology to create a world first experience and content output for this audience.
Working on all aspects of the platform (strategy, direction, visual, casting and brand partner placement) the response to brief was well outside the usual “profiles on cool Samsung phone users + a media buy” response they were expecting.
I worked with Creative Technologists, Visual Artists and Music Acts to bring 3,000 guests a world first: the Sydney Opera House concert hall organ be projection mapped for the very first time, with global artists
The project was continuously tested, with 3rd party research showing 43.4% LIFT IN BRAND CONSIDERATION and 8% INCREASED BRAND ATTRIBUTES of ‘COOL’, ‘CREATIVE’, ‘INNOVATIVE’.
On brand for VICE, feedback also saw “More VICE Colab Events please” and “More Events Please!” from an audience garnered by the publisher brand.
Results of the content piece saw double target views, 31% view through of the entire piece, and press in many major outlets (considering any publishers are competitive to VICE, this is an accolade I’m proud of).
