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The Samsung Super AMOLED Midnight Rainbow stunt was developed in partnership with communications agency Red. Londoners could view the 14-foot-high rainbow from midnight until 4pm at the Observation Point on London’s Southbank. The rainbow was designed to showcase Samsung’s new screen technology.
Andy Griffiths, president of Samsung, UK and Ireland, said: "In much the same way that people can never fully appreciate the intense colours you get with a rainbow because they only see it when there is some kind of light either from the sun or the moon, likewise they also may not appreciate the difference that a great screen can make to the overall entertainment experience when they are watching a movie."
"The fantastic screen of the Galaxy Tab S is one of its key features. It genuinely offers an unrivalled visual and entertainment experience, and we thought what better way to showcase this than to recreate something that is universally recognised for colour - a rainbow – using those very screens."
To promote the activation, the electronics brand resigned its Twitter page to reflect the rainbow colours. It also invited members of the public to tweet their favourite colour of the rainbow with the hashtag #MidnightRainbow for a chance to win an electronic tablet.
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