Centrade Integrated - Samsung Live Museum

Category: Most Experimental & Innovative Campaign

Client: Samsung Romania

Year / Domain / Status: 2018 / Technology / Shortlisted

Strategy description:

The campaign objectives were the following: - Increase the number of followers on Instagram with 5%, from 30.000 to 31.500 - Generate a reach 2 times higher than the average number of people reached weekly on Instagram - Increase the number of photos versus previous editions with 20% (from 500 photos to 600 photos) - Prove Samsung’s Galaxy S9 camera superiority in low light conditions Our audience - young minded people, with a passion for photography, that understand the role of technology in modern life; keen on being present on social media and receive attention, eager to take part in social experiences. From a business perspective, there’s “cameras war” going on in the smartphone’s market. Each manufacturer is trying to convince the public that their latest camera is the best. In the context of the new Samsung Galaxy S9 smartphone launch and its super low light photo feature, Samsung walked the talk. Literally. Thus, it reached to its online community, by asking photography enthusiasts, to take part into an artistic experiment. Under the guidance of Christina One, a renowned photographer, 20 photo aficionados, equipped with Samsung Galaxy devices, were part of the art squad that scouted around the streets of Bucharest providing live content for Samsung Live Museum. More, the gallery was open to receive content from all the followers that created work related to one of the three themes: portrait, street art and patterns created with their Samsung Galaxy smartphones.


Samsung Live Museum, the first instantaneous art museum, replaced the classic photo exhibits to multiple large monitors on which we exhibited, in real time, the best Instagram photos. All the people that came to Samsung Live Museum could see how a museum looks in 2018 – it is created instantly, on Instagram, with the smartphone. In the making of the museum, Samsung Galaxy S9, the smartphone that takes the best photos in all lighting conditions, served as our inspiration. The event had a teasing phase, where people were asked what’s a live museum according to their vision. After the reveal, fans were encouraged to enter a competition in order to be part of a selective art squad of 20 people. Along with Christina One, they were about to Instawalk the city to capture state of the art photos during the Night of Museums. The selection process was based on a photo contest were people were asked to recreate famous paintings with the help of their smartphones and to post them under the hashtag reimaginemuseum. During the event, the instawalkers created content under one of the three themes that was admired by Qreator visitors. More, the display was open for everybody as long as they posted a photo with one of the following hashtags: #reimagineportraits, #reimaginestreetart, #reimaginepatterns. Thus, some people switched from being visitors of a photo museum to being displayed artists. Three Instawalk participants were rewarded with a workshop during the Photograph of the Year event. The event was promoted on Facebook, Instagram and Samsung Members App. The budget for this activation was less than 20.000 Euro, including creative work, production and media.

Case visual: