Challenge: In the Netherlands and specially Amsterdam, Samsung has always strived to be innovative and creative with their campaigns surrounding their premium smartphone the Galaxy. We believed we could bring this ambition to the next level and pitched a big activation idea for the launch of the Galaxy S4.

Idea: We created the first ever interactive game, on one of the biggest digital screens of the Netherlands at the Rembrandtplein in Amsterdam. People could connect with the screen using their own mobile phones in 2 simple steps, making the phone the remote control of the screen. Besides first hand experiencing what innovation means for Samsung, participants could also win the new Galaxy S4. Through a direct link with social media, the campaign was successful both offline as well as online.

Executive Producer: Camiel Verhey

Production partner: BaasCommandeur

Agency: Signal Hill

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