All Eyes On S4

Objective

Samsung and Swisscom launched the Galaxy S4 in Switzerland to showcase the device's groundbreaking eye-tracking technology (Smart Pause feature) to local consumers. The campaign aimed to create a memorable, shareable experience that would generate buzz and media coverage around the phone's innovative capabilities.

Solution

A custom City Light Poster billboard at Zurich's main railway station, fitted with the Galaxy S4's own eye-tracking sensors, invited participants to stare at the screen for 60 minutes without breaking eye contact. Powered by the phone's Smart Pause feature, the installation tracked gaze in real time: the longer a participant kept looking, the bigger their discount on the handset grew, while a live crew deployed escalating distractions — barking police dogs, a bickering couple, a brass band, a hot dog stand bursting into flames, and a motorcyclist performing a smoke-filled burnout inches away — to break their focus. Anyone who held out the full 60 minutes won a free Galaxy S4. The experience was broadcast live to outdoor banners and a dedicated microsite, extending participation beyond the physical venue. Created by HEIMAT Berlin, directed by Kai Sehr, with production by Who's McQueen Picture and digital execution by Perfect Fools.

Results

The campaign's viral video generated 4 million views, with 1.5 million people live-streaming the stunt itself and 150,000 interacting on the campaign microsite. It drew substantial media coverage from Reddit, Huffington Post, Gizmodo, CNN, Forbes, Fortune, and Business Insider, and won awards at The FWA.