Telling the audience about the brand is one thing, having them experience it is another. New York-based EventQuest created a stirring brand experience last month for electronics manufacturer Samsung.
For the 2005 Samsung Global Roadshow, leaders of Seoul, Korea-based Samsung presented their vision of the company's future to media from throughout the world, who met at the Time Warner Center in New York. Some 300 guests--including major international and U.S. media, major retailers and Samsung business partners--started the evening with a welcome reception at the Samsung Experience retail store. To make the experience distinctive, EventQuest creative director Mark Veeder and team completely redesigned the public space in front of the store, creating a private space out of glowing blue polycarbonate panels studded with plasma monitors, creating a dramatic backdrop for Samsung's latest technology.
The group moved next to the Rose Theater, part of the new Jazz at Lincoln Center complex at the Time Warner Center. Here, Samsung leaders described the company's future and marketing strategy, backed by a multimedia presentation. To highlight key strategic points, EventQuest enlisted the help of actor William Shatner, star of TV's vintage hit "Star Trek," to serve as emcee. The EventQuest team praises Shatner as "a wonderful host" who took the technical content and made a connection with the audience.
Far from a dry presentation, the highly video-driven show was instead a sensory experience, combining video, live action, a dynamic set with sections that opened to reveal products, and multiple screens. The EventQuest team traveled to Korea to shoot the video, which was edited in a tight, fast-paced, documentary style. To underscore the theme of Samsung products that appeal to all of the senses, the event team pumped in an ocean scent for a video segment featuring crashing waves, and the fragrance of roses when rose petals cascaded upon the audience.
The evening concluded with dinner in the Allen room, featuring a breathtaking view of Central Park and the Manhattan skyline. Tables were draped in silvery linens, and silver chairs featured deep blue seat cushions. Each table offered a centerpiece of sculptured floral along with three pillars of smoky black plexiglass filled with LED lighting tubes. Topping each pillar was an assortment of Samsung products, such as MP3 players, cameras and phones, for guests to play with during dinner.
Jazz singer Jane Monheit performed along with the AMDaT troupe, which combines dance, art and technology.
Photos by Thierry Gourjon