The Hong Kong Jockey Club Digital Nights at Happy Wednesday

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

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.

“Our three consecutive digitally-

themed Happy Wednesdays were

a huge success. With Samsung’s

innovative and interactive

solutions, racegoers had a chance

to peek into the future of audio-

visual entertainment and mobile

communications. They were

thrilled with the technology, which

enhanced their racing experience

and added to an already fun-filled

evening.”

Sandra Chan

Executive Manager,

Racing Marketing & Sponsorship,

The Hong Kong Jockey Club

Case Study

Bringing innovation to the Digital Nights at Happy Wednesday with Samsung’s flagship range of digital products and solutions

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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

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 digitally-

themed Happy Wednesday “Digital Nights”.

Solution

Samsung delivered a whole range of digital solutions including

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.

Samsung curved screen’s “surround view” gave a wider field of

view, leading to a panorama effect. The concave curve 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.

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.

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

of off-limits areas.

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Offering captivating virtual entertainment through pioneering technologies

Benefits

A full range of digital solutions was at every corner of the Happy

Valley racecourse, perfectly blending technology with horse racing.

• High-tech breakthroughs in horse racing: Interweaving

the excitement of technology and the thrill of horse racing

was a real breakthrough for HKJC. For the first time, the real

and virtual worlds collided for the racegoers. As the thrilling

horse races were live-broadcasted on the vibrant QM105D

on the main stage at Beer Garden, dancers interacted with

animated graphics that were simultaneously shown on screen.

Racegoers also had the chance to try out Samsung’s newest

flagship products such as Galaxy S6, curved TVs and all-in-

one 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

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.

Product or solution description

The all-round digital and display solution deployed a wide range

of newest technologies such as UHD technology, which ensured

the most accurate re-creation of details and enhanced the picture

quality. As for hardware, QM105D boasted an expansive screen

that allowed added flexibility in displaying various ratios which

could best fits different broadcasts and types of videos screening.

Moreover, by using a Samsung curved TV and a Galaxy S6,

the screen mirroring function enabled synchronization between

two devices, in which one device could be used – remotely and

accurately – to determine what was to be shown on screen.

“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.”

Sandra Chan,

Executive Manager,

Racing Marketing & Sponsorship,

The Hong Kong Jockey Club

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