Background

Advertising on Vienna’s iconic Riesenrad (Giant Ferris Wheel) is nothing new—but our challenge for the Galaxy S24 Ultra launch was to use it in a completely innovative way. Targeting a “Generation AI” audience, we aimed to go beyond static branding and create an interactive experience that blurred the lines between the physical and digital worlds, generating buzz across all of Austria.

Creative Idea

We didn’t just brand the Riesenrad—we turned it into a portal.

The #UnleashTheGalaxy campaign offered a spectacular, interactive Augmented Reality (AR) experience: users could point their smartphones at the Riesenrad using a custom AR filter on TikTok and Instagram, transforming the Ferris wheel into a massive, interdimensional portal. From within the portal, the Galaxy S24 Ultra appeared, creating Austria’s largest AR experience and the world’s first AR activation of this scale on a moving landmark.

Insights & Strategy

Our strategy centered on one key insight: modern audiences want to participate, discover, and share—not just watch.

Insight: Static landmark branding doesn’t drive engagement; a digital secret unlocked through a personal device does.

Strategy: A multi-stage Phygital approach (Physical + Digital) took the campaign from local curiosity to a national phenomenon:

Tease: Launched a hyper-realistic “Fake Out-of-Home” video that went viral, sparking curiosity: “Is this really happening?”

Activate: Invited the public, supported by top influencers, to unlock the portal in person for a chance to win one of ten Galaxy S24 Ultra devices.

Amplify: Scaled the experience nationwide through DOOH screens and POS displays, allowing users outside Vienna to participate.

Execution

We executed a seamless fusion of technology, hype, and reach:

AR Filter Development: Engineered a filter to recognize the 61-meter moving Riesenrad in real time, overlaying it with a 3D portal animation.

Influencer Activation: Top Austrian creators demonstrated the experience, guiding followers to engage with the portal.

Viral Teaser Video (FOOH): Pre-launch video generated massive organic speculation and anticipation.

National Scaling: QR codes on DOOH and POS displays allowed nationwide participation.

Contest Mechanic: Participants shared stories and tagged @samsungaustria, generating a flood of authentic user content.

Results

The campaign redefined AR marketing in Austria:

+40% Product Awareness Increase

31 Million Campaign Impressions

+145% Post-Activation Engagement Rate

37,000+ Active AR-Filter Uses (over 200,000 filter openings)

Top 5% of TikTok Effect Creators Worldwide

The #UnleashTheGalaxy campaign transformed a landmark into an interactive portal, delivering both an unforgettable brand experience and measurable, record-breaking engagement.