From camera obscura to SAMSUNG NX 100.

Project

Photokina

Client

Cheil Germany
Cheil Worldwide
Samsung Germany

Period

2014-2008

Sector

Electronics

Category

Event, Exhibition

Format

Offline campaign
Press conference
Reception
Gala
Show
Party
Product presentation
Exhibition
Hospitality
Travel logistics
VIP service
Shuttle

Services

Strategic project management, branding, media planning and implementation, personnel services, event and advertising production, documentation, artist management, event management and direction, site management et al

For the Photokina fair in Cologne, we worked together with Cheil Germany to build an additional platform for Samsung and showcase our services.

As they did at the IFA trade fair as well, Samsung hosted several galas and press dinners for their international guests. We organized, implemented, and provided support for these high-profile events.

Every two years, the challenge is always to reach a broad audience with attractive and high-energy initiatives. Using vivid haptic and visual effects, we directed the center of attention onto Samsung’s cameras and printers.

“Product Worlds”

Our initial communication phase generated publicity through high-visibility outdoor advertising; in phase two, we used direct experience communication, first on the streets of Cologne and then at the trade fair stand itself.

Diverse product worlds, reflecting the products’ appearance, function and characteristics, provided for entertainment, and were accompanied by innovative, interactive events at the stand: Live graffiti, dance performances, photo shootings, Lego installations, and illusion performances, installation artists who, together with the audience, used light wands to create pictures in the dark, or a waterfall that formed different words out of the water droplets – these were only some of the many highlights of the campaign.

As a result, the Samsung stand at Photokina continues to be one of the most popular – a creative temple bringing together the mediums of photography and print!

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