All Eyes on S4
Open the game- Brand
- Samsung
- Year
- 2013
- Objective
- Product launch
- Industry
- Tech
- Platform
- Installation
- With
- HEIMAT, BERLIN
- With
- Perfect Fools
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
An interactive installation at Zurich's main railway station invited participants to stare at a Galaxy S4 screen for 60 minutes without breaking eye contact or blinking excessively. The eye-tracking technology monitored gaze to ensure participants maintained focus despite intentional distractions (motorcycles, fire, sniffer dogs) deployed around the installation. Winners who completed the challenge received a free Galaxy S4 handset. 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 substantial media coverage from Reddit, Huffington Post, Gizmodo, CNN, Forbes, Fortune, and Business Insider. The activation won awards at The FWA.
