Research showed that 94% of smartphone users are now engaging with their devices vertically*, while 79% find vertical videos the most interesting**.

Vertical is the choice of Gen Z and the influencers they follow.

And with that comes new creative possibilities, particularly when it comes to the potential of the interaction with the viewer.

So, when Samsung challenged us to celebrate the launch of Samsung KX - London’s new destination to experience the latest in culture and innovation, powered by Samsung technology - we saw an opportunity. 

We reimagined the traditional stage and created the world’s first vertical gig.

We enlisted international pop and R&B star Mabel and designed a 30-foot-high performance space in a 9:16 configuration.

The space featured three platforms designed for Mabel, her dancers and her band to perform on. The vertical performance was optimized so the 2000 strong crowd of Londoners could capture and share instantly across social media in their format of choice.

A 9:16 gig made for social, made for the LIVE generation.

We then broadcast the performance to London’s most iconic, landscape, media site in Piccadilly Circus which, for a limited time, was also converted into the vertical format. 

Word spread and the chatter lit up the net.

Are Vertical Stages appalling or the future? – BBC Newsbeat

“Mabel made history … the world’s first vertical gig’– The Sun

“World’s first vertical gig” – Metro

Mabel performs Instagram Friendly ‘Vertical’ concert – Billboard

*The Drum

**Martech Advisor

Results:

·       Event was over subscribed with a 2000 strong capacity attendance with 70+ influencers

·       Total of 811 million reach

·       85% positive sentiment - 270% increase compared to Microsoft LDN store launch

·       Doubled Samsung brand share of voice during campaign period

·       378 international media articles with 16,669 shares and comments