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Samsung Years & Years

Overall project management of concept development and live implementation.


Brief objective was to find a new way of using the Galaxy S7 launch to create excitement amongst younger consumers across Europe and position Samsung as a leader in virtual reality innovation.


Solution was to partner Samsung with Universal Music/ Polydor records and the band Years & Years to provide the world’s first live and interactive VR gig which previewed the band’s hotly anticipated 21-date tour. Music gigs had been filmed in VR before but progression was needed – a core value of Samsung.   No previous music VR experiences had been specifically designed and choreographed for the format and no act had ever previewed their tour performance in VR.


Hosted in London, the performance was streamed to 17 different markets.  Over 50 key influencers and media were flown in along with over 100 Years & Years super-fans to experience the gig both live and in VR. They also met the band and had an exclusive behind-the-scenes talk by leading music director Sam Wrench.


The game-changing launch gained massive social and media reach across Europe with 94% of social conversations coming from the under 30’s, more than 200 articles with a 300 million reach and over 50k app downloads from the Oculus store. The launch secured record breaking European pre-order sales.

Client / 

Samsung UK


Agency / 

iris Worldwide


Project duration / 

2 months

Photography /

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