ABOUT

Brief:
The brief was to showcase Samsung's Gaming Hub, promoting gaming for all levels. Piccadilly Lights was transformed into an interactive 3D livestream, partnering with Cheil and leveraging DeepScreen® ALIVE tech. Two gaming influencers participated in a challenge on a 3D animation of a Samsung Smart TV. The interactive experience allowed the audience to engage through a QR code and choose emoji reactions which then displayed on the large screen.
Execution:
Samsung transformed Piccadilly Lights into a 3D livestream for a unique Gaming Hub Challenge. In partnership with Cheil, the event featured influencers engaging in a Rocket League showdown to showcase the power of Samsung's gaming hub. The campaign made the 'DeepScreen' artwork, which is 3D anamorphic content, interactive for the first time ever in DOOH screens globally, which we've labeled 'DeepScreen Alive.' The campaign included live reactions from the audience during the experience by using their mobile phones to scan a QR code to access a microsite and select an emoji reaction that instantly appeared on the big screen.

Results:
This pioneering DeepScreen Alive OOH campaign delivered approximately 40,000 impacts in the 30 minutes it was live during peak time. (Estimated daily impacts figure for Piccadilly Lights alone: 850,000 (source: ROUTE))
At the time of writing, the UK earned media reach was 8.919 million, with a media value of £82,502 (source: Meltwater)