The Hong Kong Jockey Club Digital Nights at Happy

Case Study
The Hong Kong Jockey Club
Digital Nights at Happy Wednesday
Bringing innovation to the Digital Nights at Happy Wednesday with
Samsung’s flagship range of digital products and solutions
Background
The Hong Kong Jockey Club (HKJC) wanted to attract younger racegoers and build a trendier
image by incorporating a wide range of innovative products and solutions within the racecourse.
The digitally-themed Happy Wednesday, also named “Digital Nights”, surrounded racegoers with
the world’s most cutting-edge technology to redefine the racing experience.
Solution
Samsung deployed a flagship range of over 50 products, including the debut 105-inch SMART
Signage QM105D, curved TV, monitor, all-in-one PC, notebooks, as well as the Galaxy S6 and
S6 edge, to enhance the on-track action with live broadcasts, up-to-the-minute racing feeds,
interactive photo booth, next-generation audio-visual entertainment, and mobility solutions.
Results
“Our three consecutive digitallythemed Happy Wednesdays were
a huge success. With Samsung’s
innovative and interactive
solutions, racegoers had a chance
to peek into the future of audiovisual entertainment and mobile
communications. They were
thrilled with the technology, which
enhanced their racing experience
and added to an already fun-filled
evening.”
The event reached a target audience of over 180,000 viewers across marketing channels. Over
three consecutive Wednesdays, 42,000 racegoers were immersed in an unforgettable horse
racing and entertaining experience in Happy Valley Racecourse. With Samsung’s innovative
solutions and products, HKJC successfully elevated its Digital Nights and received rave reviews
from racegoers on their once-in-a-lifetime racing experience.
About the client
Founded in 1884, HKJC is one of Asia’s oldest and most prestigious membership clubs,
providing world-class horse racing, sporting and entertainment. It is also Hong Kong’s premier
charity and community benefactor.
Sandra Chan
Executive Manager,
Racing Marketing & Sponsorship,
The Hong Kong Jockey Club
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Innovative, tech-empowered horse racing nights
“The wide range of versatile digital solutions definitely adds
excitement to the long-awaited Happy Wednesday. It’s
amazing how technology brings life to the event and dispels
the mid-week blues.”
Helen Poon
Marketing Manager,
The Hong Kong Jockey Club
Challenges
In an ever-changing world filled with constant technological
advances, demands for breakthrough and innovation are high in
every industry. This is indeed also true for horse racing – one of the
screen fit the shape of human visual system for optimized comfort.
With this technology, consumers could enjoy a more comfortable
viewing experience with extremely refined picture quality.
Samsung 105-inch SMART Signage QM105D made its first
appearance in Hong Kong at the races. By integrating it with the
main stage, guests sitting both near and afar could enjoy the race
in ultra-realistic details and vibrant colors, thanks to its premium
5K UHD panel. QM105D’s newly expanded 105-inch screen
was designed with a notable ratio of 21:9 to deliver an improved
immersive experience compared to traditional 16:9 screen ratios.
With a screen size that is distinctively large among commercial
signage, this cinematic 21:9 ratio was designed to captivate and
engage audiences, bringing a “wow effect” to the main stage.
most well-loved entertainment activities in Hong Kong. With Hong
Kong’s prevalence of smartphones and never-ending pursuit of
new technologies, HKJC felt the need to evolve the horse racing
experience. Determined to redefine the customer experience, HKJC
turned to Samsung for an integrated solution for their digitallythemed Happy Wednesday “Digital Nights”.
Solution
Samsung delivered a whole range of digital solutions including
At the interactive photo booth, photogenic racegoers could pose
for selfies with their favorite jockey by choosing photo templates
from the image library on a 75-inch Samsung SMART signage.
The crowd was captivated by the crisp and realistic color of the
Samsung signage. With its sleek, lightweight design and slim
bezels, audiences were enticed to interact with friends in the booth,
download the photos by scanning the QR code, as well as print the
photo to take home.
SMART signage, curved TV, all-in-one PC, curved monitor,
notebook, as well as Galaxy S6 and S6 edge for almost every
corner of the racecourse. Altogether, these digital solutions created
a dynamic and immersive horse racing environment that engaged
racegoers throughout the evening.
Near the showcase area at Beer Garden, video content with music
performances were shown on Samsung’s Galaxy S6, which were
also be screen mirrored to Samsung Curved TV. At the high-tech
experience zone and right before each race, partygoers wore
Samsung’s state-of-the-art Gear VR to enjoy fascinating 360° views
Samsung curved screen’s “surround view” gave a wider field of
view, leading to a panorama effect. The concave curve of the
of off-limits areas.
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Offering captivating virtual entertainment through pioneering technologies
Benefits
Product or solution description
A full range of digital solutions was at every corner of the Happy
The all-round digital and display solution deployed a wide range
Valley racecourse, perfectly blending technology with horse racing.
of newest technologies such as UHD technology, which ensured
the most accurate re-creation of details and enhanced the picture
•
High-tech breakthroughs in horse racing: Interweaving
quality. As for hardware, QM105D boasted an expansive screen
the excitement of technology and the thrill of horse racing
that allowed added flexibility in displaying various ratios which
was a real breakthrough for HKJC. For the first time, the real
could best fits different broadcasts and types of videos screening.
and virtual worlds collided for the racegoers. As the thrilling
Moreover, by using a Samsung curved TV and a Galaxy S6,
horse races were live-broadcasted on the vibrant QM105D
the screen mirroring function enabled synchronization between
on the main stage at Beer Garden, dancers interacted with
two devices, in which one device could be used – remotely and
animated graphics that were simultaneously shown on screen.
accurately – to determine what was to be shown on screen.
Racegoers also had the chance to try out Samsung’s newest
flagship products such as Galaxy S6, curved TVs and all-inone curved PC, which were equipped with the latest racing
apps that provided up-to-the-minute racing feeds.
•
Extraordinary Happy Digital Wednesday: Racegoers
were surrounded by Samsung’s flagship range of over 50
“Samsung has helped our events soar to new heights with the
debut 105-inch SMART Signage. This crowd pleaser not only
brings us premium visual enjoyment, but also turns a new
page on the digital era of horse racing.”
products, all of which exemplified the latest products and
most advanced technology. Introducing the brand new digital
entertainment system, audience had enjoyed much throughout
the fun-filled games and numerous other attractions. At
the Gallery and Stable Bend Terrace, racegoers were in for
an all-new visual experience as they used Samsung’s new
curved monitor to access apps including Racing Touch, view
demonstration of 3D printing and watch the latest Happy
Wednesday video. Racegoers also had a chance to win
attractive souvenirs in a Teleportation Game on a 55-inch
touch-screen monitor.
Sandra Chan,
Executive Manager,
Racing Marketing & Sponsorship,
The Hong Kong Jockey Club
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Legal and additional information
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