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Samsungs trade show appearance at CeBIT Hannover, featuring the Samsung Pod at the World Cyber Games 2005, not only gained loads of media attention, but for numerous young people was the ultimate place to be. Like a flying object from a science fiction movie, the Pod was Samsungs brand messenger. In keeping with the target group it provided an opportunity for young players to get emotionally acquainted with the wide-ranging applications of Samsung products. The trade show appearance was developed as a long-lasting image campaign with a high level of affinity to the gaming community, plus a high recognition level and an enduring sense of attraction. The elliptic shape was borrowed from the Samsung logo. A newly conceived multi-screen film, presented on a monitor gallery on the outer façade, accompanied the Pod on its journey through different virtual worlds. A futuristic location was created in which reality and virtual reality merged.
Samsung Electronics European Headquarter
Corporate Marketing Division
Chertsey, Surrey, United Kingdom
ideea Messe- und Dekorationsbau GmbH
Cheil Communications Germany GmbH