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Samsung turns Piccadilly Circus Screen into interactive rugby game

Thursday September 17, 2015 at 5:14pm
Samsung UK will be turning its Piccadilly Circus Screen, the nation’s most famous advertising space, into an interactive rugby game called ‘Penalty kick’ tomorrow (Friday 18 September) to support the launch of Samsung’s Galaxy S6 edge range. However, the Korean electronics giant is being very careful to avoid any direct association with the 2015 Rugby World Cup, which also start tomorrow at Twickenham, because it is not an official partner or sponsor for the tournament. Samsung is in the second year of a three year agreement with The Rugby Football Union (RFU) which makes it the Consumer Electronics & Smartphone Partner and Official Home Technology Partner to the RFU and England Rugby Team. It will not be allowed to mention that or reference any of the rugby stars it sponsors during the tournament, however, to avoid infringing official RWC sponsors' rights. The latest activity, therefore, has been designed to associate Samsung with Rugby without creating any suggestion that it is officially linked to the Rugby World Cup tournament, although part of last year’s deal did involve the installation of 700 state-of-the-art Samsung large format digital screens throughout Twickenham Stadium. The two-day Piccadilly Circus campaign, developed by marketing agency Cheil UK, is aimed at getting people excited about upcoming rugby events and challenging them to test their rugby skills in one of London most iconic locations. Londoners and visitors will be encouraged to take part in a game of ‘Penalty Kick’, displayed on Samsung’s Piccadilly Circus Screen. The 3D game, which is the first Cheil UK has made for Samsung UK, gives players three chances at launching the ball through the goal posts via the Galaxy S6 edge handset from the ground. The action plays out on the Piccadilly Circus screen in real time. Brand ambassadors in Samsung branded rugby outfits will showcase the Galaxy S6 edge and encourage practise shots before competing live on the Piccadilly Circus screen. Each player gets three kicks and the combined scores will be entered into a leader board, for the chance to win a Galaxy S6 edge +. All those who participate will be entered in a random draw for a chance to win. The Piccadilly Circus activation will be supported by social activity on Samsung’s Facebook and Twitter pages prior to and during the activity (which takes place on 18 and 19 September). This will be geo-targeted to London, encouraging footfall at the event and offering members of the public the opportunity to play and share content from the ground. Fiona FitzGibbon, Head Of Media at Cheil UK, says: “In ‘Penalty kick’ we’re utilising one of the most iconic screens in the world. Cheil UK is always looking to push the boundaries of digital out of home for Samsung UK and creating our own game is another example of this, and another in a long line of firsts for the agency. ‘Penalty Kick’ will bring a new level of interactivity and innovation to Samsung’s prestigious screen.” Cheil UK is responsible for the campaign concept and delivery including developing the ‘Penalty kick’ game. The ‘Penalty Kick’ game crams features usually only found in AAA console games into a mobile browser. Using the latest HTML5 APIs such as WebGL and the advanced PlayCanvas engine, the game features 3D graphics and audio in a real-time physics simulation.
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