Samsung pushed the boundaries of traditional advertising campaigns and marketing engagements by organising a spectacular LED show at the iconic Burj Khalifa in Dubai, to celebrate the launch of its Galaxy S9.
This makes the smartphone maker the first technology company to present an LED show at the the tallest structure in the world. The new Galaxy S9 and S9+—unveiled at Samsung Unpacked in Barcelona on February 25, 2018 with advanced, redesigned camera—was featured in a display of LED lights and multi-sensory experiences to capture the attention of consumers worldwide and demonstrate its commitment to meaningful innovation that defies barriers, Samsung said.
Samsung's Galaxy S9 LED lightshow
The megatall skyscraper with a total height of 829.8 m (2,722 ft) and a roof height of 828 m (2,717 ft), has been the centre of attraction of the ‘Light Up 2018’ spectacle. The South Korean tech behemoth projected its Galaxy S9 and S9+ campaign, The Camera.Reimagined on the iconic landmark five times from March 2-3.
The main aim of the “on-the-ground consumer event” with Product Experience Zones was to allow consumers to explore new advanced visual and audio capabilities of the Galaxy S9 and S9+ first-hand, the world's biggest manufacturer of electrical appliances said. Further, Samsung claims its campaign embraced the company’s brand manifesto, “Do What You Can’t” (DWYC)—a call to defy barriers and do what can’t be done – and introduces consumers to the Galaxy S9 and S9+ through immersive experiences, media, TV commercials and digital content.
Samsung has pledged to launch similar OOH activations (Out-of-home advertising or outdoor advertising) at landmarks and high-traffic areas in major global markets, details of which are yet to be released.