Company: Jack Morton, New York, NY
Entry Submitted By: Jack Morton Worldwide
Company Description: We’re a brand experience agency. Our job: Connecting brands with the people that matter most. Our passion: Engaging experiences that help clients build strong experience brands. We launch products, brands, services and ideas to generate awareness and demand. Our experience-based approach is a highly efficient way to generate huge visibility through earned media.
Nomination Category: Live Event Awards Categories
Nomination Sub Category: Best Corporate Image Event

Nomination Title: Samsung Components Keynote CES

The date on which this nominated production was first presented:  Jan. 9. 2013

Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words):

When it comes to devices, Samsung is top of mind in its market. But ask people about the brand’s “semi-conductor-components unit,” and they’ll draw a blank.

Though its Component unit makes up a large portion of the brand’s revenue and a significant percentage of the market across manufacturers’ devices, the division was relatively unknown and poorly perceived.

So, in front of an audience of nearly 3,000 VIPS at the International Consumer Electronics Show (CES), the world’s largest technology tradeshow, we needed to create an epic experience that launched the brand and made front-page news.

To do this, we needed to tell a new story about the brand and inspire people with the power of Components. 
The challenge? We had to translate this complex technology into something simple. Relevant. Inspiring.

The insight: We recognized that across Samsung’s Component divisions- processing, memory, and display - Components unlock the potential in all devices for all manufacturers. And Samsung’s Components were really pushing the boundaries for mobile devices, allowing them to be more and more PC-like in the applications they can run and the data storage they have available.

We called the platform “Mobilizing Possibility”: an idea born out of the magic in Samsung Components- the bridge they build from impossible to possible.
 
We brought this message to life at every touch point of the experience to deliver a feeling of constant wonder and surprise.

Starting with the invitation, we created an augmented reality experience and teaser video that built excitement about the cutting edge technology showcase.

And at the event itself, with tight timing and spatial constraints, we had to think outside of the box to deliver a totally new experience in which every word, visual, and performance was perfectly crafted and executed.

Highlights of the live event included:

• The brand’s first-ever dynamic Component visualization with animated motion graphics and projection mapping.
• A viral meme video: Playing off of internet viewers’ tireless obsession with cat videos, we decided to turn the meme on its head and make our own to celebrate the Samsung memory servers that make these video uploads possible.
• Presentation from Samsung CEO with showcase of never-before-seen technology, including bendable and foldable screens.
• An interactive dance performance that used projection mapping technology.
• A surprise guest appearance and address from former President Bill Clinton to speak about the power of innovation and the potential of future development with great partners like Samsung.

The result?
A Brilliant Idea, Brilliantly executed.

• On the day of the presentation, Samsung was named “The Most Tweeted about Brand at CES” and stole 30% of all CES-related tweets.
• The event received buzz in the Wall Street Journal, Mashable and beyond.
• Over 1,500 downloads of the augmented reality App accompanying the VIP invitation.

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Jack Morton Worldwide- New York City
Client: Samsung Components
Creative Director- Johnny Marques