Samsung HK and celebrities redefine the power of AI with flash mob

Samsung Hong Kong has teamed up with local celebrities including Denis Kwok, Jeffrey Ngai, and Sica to perform a flash mob as part of its “Samsung DOOH live interaction - AI for all” campaign.

This follows Samsung’s launch of Hong Kong's first large-scale outdoor real-time projection interactive experience at Entertainment Building in Central. The display enables real-time projection and AI enhancement of each individual's image and movements, according to the release. Participants transform into members of Samsung's "League of AI," moving in sync.

The four members of the Samsung "League of AI" are generated by Galaxy AI and then enhanced during post-production. Each member represents Samsung's various AI innovations, including Galaxy AI, AI smart displays, AI smart home appliances, and the platforms that support these products. The members are: “da vinci meow,” “diplomat bunny,” “ultra clear bird,” and “eco panda".

Available until 20 December, from 12:30pm to 2:30pm daily, the mascots are displayed on Samsung's large outdoor screen at the Entertainment Building. Visitors can stand in front of the screen, where their movements will be captured and projected in real time. A simple wave activates the programme, locking onto their image. When a Galaxy AI star symbol appears above a mascot, it indicates that their image has been transformed into one of the "League of AI" members. Movements such as waving, nodding, turning, and clapping will sync with the display.

Over the past three Fridays, the three celebrities transformed into members of the "League of AI" and appeared in front of Samsung’s outdoor screen to conduct trial runs. A spokesperson from Samsung told MARKETING-INTERACTIVE that this initiative aimed to immerse consumers in the campaign and create memorable experiences that enhance brand recall and advocacy.

The campaign is done in collaboration with creative agency Cheil Worldwide and PR agency Best Crew Public Relations and Marketing. Through this interactive experience, Samsung aims to educate and familiarise the public with the capabilities and benefits of its AI technology across its product portfolio. The campaign targets the mass audience, with a particular focus on Millennials and Gen Z, according to the spokesperson. 

“It provides an opportunity for us to communicate our innovative breakthroughs and technology leadership to these tech-savvy audiences, and resonate with them on a more personal level through this unique and social-content worthy engagement, to foster brand loyalty and affinity among these younger tech-conscious consumers,” the spokesperson added.

The primary medium of promotion for this campaign includes the large outdoor screen in Central, social media platforms for digital outreach, press releases for media coverage, and influencer collaborations to amplify the reach. In addition, the AI characters have been adapted to different marketing and promotional materials for greater synergy and promotion.  

In terms of ROI measurement, the spokesperson said it will evaluate various metrics, including foot traffic, social media engagement and reach, press coverage, and potentially through direct feedback collected from participants during the campaign period. It will also assess brand perception and public’s understanding of Samsung’s AI product portfolio following the campaign.

YiYin Zhao, president and managing director, Samsung Electronics Hong Kong and Macau, said: “As we unveil this groundbreaking AI-driven interactive experience at the heart of Hong Kong’s busiest district, we are not just showcasing Samsung's technological prowess but also bridging between innovation and human connection.”

“This campaign exemplifies our commitment to redefining how people interact with technology, empowering their discovery of the boundless possibilities of AI. It underscores our relentless pursuit of excellence and dedication to shaping a smarter, more connected world for all,” Zhao added. 

“At Samsung, we offer a full array of AI-powered products with an overarching goal to make people’s lives easier. We are dedicated to streamlining complexities and elevating daily experiences through our cutting-edge technology and innovative products,” she continued. 

Don’t miss: Samsung HK recreates Doraemon-themed song with Hins Cheung

Back in July, Samsung Hong Kong, as the sponsor of the “100% DORAEMON & FRIENDS Tour (Hong Kong)" exhibition organised by AllRightsReserved and Fujiko Pro, recreated a Doraemon-themed song originally performed by local singer Hins Cheung.

Running from June to August, the campaign  recreated Cheung’s 2014 song “青春常駐”. Given that one lyric from the song states “叮噹可否不要老 伴我長高”, the recreated song is performed by Cheung and Gian (技安), the character known for his ambition to be the "King of pop music". The song promoted the features of the Galaxy AI and Galaxy Z Flip6, while also providing another kind of vibe with the collective memory of the original lyric.

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