VIRTUAL PHOTO TOUR

TitleVIRTUAL PHOTO TOUR
BrandSAMSUNG ELECTRONICS HONG KONG
Product / ServiceSAMSUNG NX1000 DIGITAL CAMERA
CategoryB02. Consumer Products
EntrantCHEIL HONG KONG, HONG KONG
Entrant Company CHEIL HONG KONG, HONG KONG
Advertising Agency CHEIL HONG KONG, HONG KONG
Media Agency STARCOM MEDIAVEST GROUP Hong Kong, HONG KONG

Credits

Name Company Position
Karen Chan Cheil Hong Kong Account Supervisor
Paul So Cheil Hong Kong Account Supervisor
Vincent Siu Cheil Hong Kong Account Supervisor
Jay Jeong Cheil Hong Kong Account Supervisor
Teri Ng Cheil Hong Kong Art Director
Ciff Luk Cheil Hong Kong Art Director
Shi Ping Ong Cheil Hong Kong Art Director
Jay Lee Cheil Hong Kong Copywriter
Paul Chan Cheil Hong Kong Copywriter
Jay Lee Cheil Hong Kong Creative Director
Shi Ping Ong Cheil Hong Kong Creative Director
Paul Chan Cheil Hong Kong Creative Director

Results and Effectiveness

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.

Creative Execution

By bringing the entire product demo online, we created the first-ever ‘hands-on’ camera test, without the camera. Throughout the one-day virtual photo tour, you could choose where to go, what to shoot, change lens and even change filters for different effects. This interactive hands-on experience let you 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.

Insights, Strategy and the Idea

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 demonstrate the camera, we had to get the camera into the hands of 1000’s of non-believers. No-one would come to us for a demo. So we took the demo to them. With 1000’s of ‘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. To demo the camera’s Instant WiFi Sharing Function, the photos you shot could even be sent to your email, INSTANTLY.