Samsung’s campaign, Life Unstoppable, was created by the Smyle agency for Europe
The project was created on the Unreal Engine platform, traditionally used for video games
In fact, it’s the same graphics engine behind commercial hits like Fortnite and Final Fantasy.
One clear effect of the pandemic on the marketing industry was the inability to do the classic events in person. Many companies and industries found viable alternatives at remote conferences. However, for product launches or presentations, there is no effective conventional solution to having and experiencing the device face to face. But there is an alternative that is very close to that dynamic in this Samsung campaign.
For South Korean tech, it is still important that end consumers can have some interaction with their launches. Samsung also seems to be aware that a promotional campaign with only photos and videos is not enough to replace all the emotion that it usually generates among its fans. So he decided to go one step further and, for his new activation, he created a true 3D environment to show off his releases.
The campaign is literally a virtual world entirely dedicated to Samsung launches. This company designed an apartment in 3D, with all the rooms and rooms, and filled it with its new devices. Not only that, but they also placed screens and digital avatars of some of their spokesmen to present each product. Thus, fans of the brand could enjoy a more conventional event, from the comfort of their home.
Virtual experiences: The future of any campaign
It is not the first time throughout this pandemic that a company creates a similar activation to interact with its online audience. For example, Nintendo hosted a Pride Month parade within its popular Animal Crossing. FX and other brands joined forces to create a great experience at the latest Comic-Con. Without going any further, DBS bank recreated one of the most famous nightclubs in Singapore in Fortnite to connect with the audience.
Clearly the trend to use virtual spaces, even in 3D environments, is not something particularly unique or innovative from Samsung. But this campaign does show that this technology is rapidly establishing itself in the market. And it makes sense why, beyond the concerns raised by the pandemic. The costs can be lower, and with a good promotion strategy, you can have millions of impacts, not just a few thousand.
It is clear that virtual experiences, in this sense, are the true future of almost the entire marketing industry. True, in-person events could never go away as they provide a unique approach to the masses that no digital ecosystem can fully imitate. However, it is possible that they are significantly integrated into the commercial mix of companies, especially for launches. It only remains to see how they are refined in the future.
Advantages of virtual events over online activations
Along with this Samsung campaign, other digital presentations have proven to be very well received by the public. For example, Mercedes-Benz managed to make its new S-Class viral after a simple online launch. A virtual fashion festival was held in late July that proved to be far more effective than the industry expected. For their part, Lollapalooza and other agents have decided to have small online concerts this year.
Considering these examples, what are the specific and clear advantages of virtual events over their conventional counterparts for a campaign? According to Pidgeon Hole, they are perfect for collecting data that can guide future strategies. Aventri points out that they are also much more flexible and variable for business objectives. And in 6Connex data, they can stay active for weeks and even months, increasing your bottom line ROI.