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Camera demos were rubbish,
then the NX Rover came along.
The Samsung Galaxy NX is the world’s first 4G connected pro-grade camera, allowing you to shoot high-quality images and share them instantly. A brilliant innovation, but no one knew about it.
The brief we were given suggested we created a microsite, but we couldn’t help thinking that would have very little impact. We needed to get the NX into the hands of photographers and show them what it could do. After all, your average camera demo is totally uninspiring. There’s only so many photos you can take of the carpet in Jessops before you die of boredom.
It was wildly ambitious, but we decided to create a NASA inspired ‘Earth Rover’ equipped with the NX camera, with a mission to explore the weird and wonderful corners of the planet. The NX Rover would act as the extension of the photographer, giving anyone, anywhere a real time behind-the-lens demo as the Rover explored the world.
We made this to recruit users to the project
The client bought the idea, we enlisted the help of Britain’s top robotics experts and work began. Roll on two months and people all over the world were queuing up to shoot live at Comicon, in Iceland, Rome and Bayern Munich. Their photos were beamed straight back to them via 4G with the best ones showcased on Samsung.com.
The Rover rolled around the globe, making friends and stirring up a media storm.
It even managed to pick up a few awards along the way.
Rover travels the world...look at him go
People could control the Rover online via our hub nxrover.com, where they could also learn about the camera, see other users photos and watch tutorial videos we created with Getty Images leading photographers. The content was precisely tuned to appeal to photographic enthusiasts and positioned Samsung as the authority in the new world of ‘hyper-connected’ photography.