When Samsung briefed us for the launch of their Galaxy Note tablet, with the innovative pen for drawing, we knew that enabling people to see it "live" in the hands of an artist would be key to the success of the campaign.
The activation that led to the campaign and all content for social media and online video was done in downtown Lisbon, right in the middle of one of the busiest neighbourhoods. It was also where art schools and galleries were located so we could have not a broad audience but also our core target.
We set up a MUPI with the help of JC Decaux from which people could interact with an artist that was at a nearby location. The MUPI had a screen, speakers and a microphone so communication worked both ways. Hidden in a hotel room, the artist could call somebody that was passing by and ask if they would like to have their picture drawn. All day long there was a constant crowd around the MUPI allowing us to make over 100 drawing that could be downloaded via a tab on Facebook.
After the launch of the activation film we posted several dates on which the artist would be at retailers demonstrating the tablet and drawing whoever wanted to take home a souvenir of the experience.
The project was a huge success in terms of driving product awareness, won local and global industry awards and got the local marketing team several group and individual awards with Samsung's organisation. It also kickstarted an internal innovation campaign competition that originated a whole new approach in Samsung's local and global activations and campaigns.
