This was Samsung's action in Callao: contortionism to promote a folding mobile phone

[sakib30]

Turning the concept of “flexibility” into experiential entertainment content, beyond the advertising message. This is what Samsung has sought with its latest action to promote the benefits of the brand's new foldable devices, Galaxy Z Fold 3 5G and Galaxy Z Flip3 5G.

Different artists performed a display of flexibility within a kind of advertising column

To do so, the brand chose Madrid's Plaza de Callao, where a bahrain number screening live contortion show took place , in which different artists performed a display of flexibility inside a space that simulated an advertising column. The aim was to show visitors the many possibilities offered by the brand's new smartphones.

“Flexibility was the starting point in the creation of this show. We wanted the main feature of the new Samsung mobiles to become not just another advertisement in Callao Square, but an immersive experience open to everyone, especially at a time when citizens continue to face leisure limitations due to the pandemic ,” says Alejandro Di Trolio, Executive Creative Director of Cheil Spain , Samsung’s advertising agency.

For more than three hours, there were shows by renowned contortionists with experience in Cirque du Soleil or Panthera Dinner and Dance. A display of acrobatics and movements that were also in time with the activity on the screens in Madrid's third busiest square in Europe.

At the same time, on the screens in Callao and the Palacio de la Prensa, the public was able to watch different videos of other contortionists performing positions that, with a morphing effect, transform into the new Samsung smartphones. Super8 Media was in charge of synchronizing the screens in Callao Square to show visitors the possibilities offered by the new Samsung smartphones live.