Out-of-this-world out-of-home

Samsung became the first brand ever to advertise on Dubai's Burj Khalifa tower.

What’s the biggest billboard you can think of?

Now double it.

Triple it.

And stretch it. A lot.

Samsung Electronics embarked on one of its most ambitious OOH campaigns ever with a brand showcase on the front face of the famous Burj Khalifa tower in Dubai. Earlier this month, the electronics brand promoted its Galaxy S9 and S9+ on the entire 829-foot-high facade of the building using a display of LED lights.

It’s the first time any brand has been featured on the Burj Khalifa.

Besides the projection itself, Samsung played host to several interactive booths at the base of the tower where people could create a custom AR emoji that looks just like them, and then film themselves in a confetti booth and watch a playback in super slow-mo.

Beyond Dubai, Samsung will launch OOH activations at various high-traffic areas in major landmarks across global markets later this spring.

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Client: Samsung
Chief marketing officer: Y.H. Lee