The Brief

Samsung is the world’s no.1 brand in smartphones. But for cameras, it ranks a lowly 6th. So when Samsung launched its new NX1000 – an interchangeable-lens camera with Instant WiFi Sharing Function – we had a potential game-changer on our hands. But to truly experience the NX1000, we had to get the camera into the hands of the public. How could we put the camera into the hands of 1000’s of non-believers without physically handing out 1000’s of demo cameras?

Creative Execution

To truly demonstrate the features of the NX1000 (the interchangeable lens, the effects filters and the Instant WiFi Sharing Function), we had to get the camera into the hands of the public. But without 1000’s of ‘real’ demo cameras to hand out, we created an interactive hands-on experience that lets users take the camera on a full-on test run, virtually. This innovative thinking was appropriate not only to the camera and our tech-savvy target audience but also to the Samsung brand.

Describe the creative solution to the brief/objective.

With ‘real’ physical product trials unfeasible, we brought the entire product demo online. We created a one-day virtual photo tour – an interactive hands-on experience that lets you take the camera on a full-on test run, virtually. More importantly, to round off the demo and show off the camera’s instant WiFi sharing function, all the photos you shot were then sent to your email...INSTANTLY. With this in mind, our target was to help Samsung achieve 5,000 virtual demos and ultimately, grow sales by 100% (versus its predecessor model, the NX200).

Results

The response exceeded all expectations: - Over 22,000 virtual demos in just 3 weeks - Over 6,900 finished the whole tour (implying they had tried all the product features) - Sales grew by 767% (versus its predecessor model, the NX200) - 12.5% growth in market share All thanks to a ‘hands-on’ camera test…without the camera.