V Awards Winners Book 2022 - Flipbook - Page 23
EVENT
Best Product
Launch
WINNER
SMYLE
SAMSUNG, LIFE UNSTOPPABLE: HOUSE OF SURPRISES
‘House of Surprises’ was a follow-on from the previous year’s award-winning ‘Life Unstoppable’ experience, where
Smyle had taken a game-based approach using Unreal Engine to showcase Samsung’s latest products. Smyle
wanted to add more IRL through video and storytelling, but keep the gaming mechanics and interaction, and
embarked on a journey to create a video and game mechanic in one.
The result was 'The House of Surprises’ – an interactive, virtual experience, rooted in branded entertainment and
launched in 17 European countries to press, partners and consumers. ‘House of Surprises’ follows an eclectic family
through the rooms in their vibrant home, with Samsung devices unearthing the family’s inner creativity and passion.
Everything was measurable and trackable, with data fed into Samsung’s CRM system, giving a clear correlation
between objectives and solution.
Gen Z Samsung product experts highlighted tech benefits and audiences interacted by clicking icons, creating a
gamified mechanic. Click to buy buttons led to Samsung stores to purchase. The experience attracted 3,740 press
and partners, and over 5,000 consumers, with 60% of press and partners watching the 45-minute show. There were
over 4,000 consumer interactions and over 1,000 clicks to buy.
Tina Burton, Head of Events Samsung described the event as remarkable, standout and unique, while judges said the
creative was superb and praised the innovative interactive elements, high engagement and conversion to purchase.
23
Highly Commended
Cogs & Marvel
Ocado: Re-Imagined
