EuBea 2016, primo premio a Magic Garden & Cheil France con 'S7 Lifechanger Park': evento di lancio del Samsung Galaxy S7

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Scheda dell'evento  'S7 Lifechanger Park'

ORGANISING COMPANY: Magic Garden & Cheil France

CLIENT COMPANY: Samsung France

EVENT CATEGORY: Product/Service Launch

DATE: from 16/06/2016 to 19/06/2016

LOCATION: Bibliothèque Nationale de France (French national library) esplanade, Paris, France

TARGET: Influencers (media & bloggers), Samsung dealers, general public, with a focus on millennials (15-34 yo)

OBJECTIVE: Promote the new Samsung Galaxy S7 smartphone and its ecosystem with a focus on the Gear VR (Samsung virtual reality headset) to the millenials target. Democratize the use of VR Generate massive media coverage and conversation in social media. Launch the digital platform www.S7lifechanger.com

BUDGET: up € 1.000.000 to € 5.000.000

S7 LIFECHANGER PARK from ADC Group on Vimeo.

CREATIVE IDEA AND DESCRIPTION OF THE EVENT: We created a new world, where everything becomes possible: the first amusement park mixing reality and virtual reality. An immersive and entertaining VR experience, multiplying real emotions and thrills, around millennials passion points. A free entrance 3.0 amusement park along the river Seine, featuring 9 immersive and tailor-made attractions:
The Big 7: fear the “real effect of the US rollercoaster”
Ski Jump: feel the iced thrill of a ski ride in the Norwegian mountains
Surf Ride: ride Teahupoo, Tahiti mythical wave
World Tour: enjoy breath-taking sights around the planet in the Ferris wheel pods
Dino Safari: meet with a dinosaur in the Jurassic jungle
Avengers Station: enter Iron Man’s skin in a mythic battle at Stark penthouse
Zombie Asylum: face the zombies into an asylum cell
Ibiza DJ set: mix with DJ Agoria, for Pacha Ibiza opening, on his new exclusive track
Zen Zone: relax & dive with the dolphins
Showroom: discover Samsung products
Foodtrucks & social wall

MEDIA MIX: • Social media (Fb, Twitter, Instagram, Vine, G+)June 4-8: Teasing videos & posts with #S7LifeChanger Park. 3,3M reach. June 10-16: Reveal (videos and posts). 5,8M reach. June 16: media (84) and influencers (86) launch party. Organic 1 trending topic (despite Euro 2016). June 17-19: public event. 10,6M reach. • Targeted media partnership (lifestyle radio and TV live broadcasts from the Park) • Guerrilla marketing (clean tags) • Influence: 77 press articles, 4.6M reach, 7.2M VU/month

AUDIO / VIDEO / LIGHTS PRODUCTION: The first ever VR amusement park. We built made to measure dynamic attractions, ensuring technically that physical sensations fit perfectly with the VR film, to avoid nausea. The whole technology had to operate open air for 42 000 visitors during 4 days with very changeable and stormy weather.Because of very strict load constraints and a high wind factor (venturi effect), we created tailor-made attractions, e.g. Ferris wheel, instead of using existing ones.

STAGING AND SET DEISGN: We designed each attraction to evoke a real amusement park but with a contemporary touch. The idea was to be consistent with Samsung design but also to anticipate the future of the amusement park. Each of the 9 attractions was immersive and tailor-made: dynamic (seats, skis, boards moving in a perfect synchronisation with the VR movie), special effects (cold wind for Ski Jump, water mister and monoi smell for Surf Ride….) and dedicated sound design, live photomaton/Gifomaton to share experiences.

EFFECTIVENESS: 42000 visitors in 3 public days. Huge media and blog coverage : 375 fallouts, 29M contacts. #S7LifeChangerPark: 21M reach, 300K interactions, N°1 organic trending topic for over 4H. After visiting, 63% plan to buy Samsung products. 79% have a better image of Samsung. 95% have a very positive image of VR

CREDITS:
Producer: Brice Mourer, Magic Garden
Technical direction: Philippe Caroen, Magic Garden and Jerome Gautier, Cheil
Organising officer: Cathy Sartorio, Magic Garden. CONCEPT: Beatrix Mourer, Magic Garden
Direction: Brice Mourer, Magic Garden and Jocelyne Kauffmann, Cheil France
Copy: Nicolas Paillieux, Cheil France
Set design: Etienne Villotte, Epatant
Stage built up: P: Jerome Chupin, Magnum
Set built up: Frederic Claramunt, Jaulin & Patrick Bazanan, Decoral
Audio: Jerome Chupin, Magnum
Lights: Jerome Chupin, Magnum
Video: Unfamous & Samsung
Special effects: CL Corporation