Product / ServiceGALAXY S7 EDGE
CategoryA07. Overall Aesthetic Design
Idea Creation DENTSU INC. Tokyo, JAPAN

The Campaign

We thought, if a smartphone is truly waterproof you should be able to play games on it underwater. We wanted consumers to feel the waterproofness intuitively, so we had the game players actually immerse a smartphone in a tank of water and play the game. As soon as the phone hits the water goldfish appear in the net for scooping goldfish on the smartphone screen. If you manuever the smartphone so that the goldfish is in the center of the net, you can scoop the fish up by pulling the smartphone from the water. If you successfully scoop up a fish the phone vibrates adding a dynamic dimension.

Creative Execution

This project was started as one part of the activation of the Japanese launch event, "Galaxy Studio," on the day of the Galaxy S7 edge release, May 16, 2016, however, its reputation took on a life of its own, and the event was soon expanded on a global level to be held in London, Singapore, Shanghai, and Cannes. The event was held for 20 days at each venue, and a total of 60,000 people participated in Japan.

While the project expanded to six countries around the world, the 1-day event booth at the Tokyo venue in Marunouchi's KITTE attracted an average of 3000 people. A total of 60,000 people participated over the 20 day event. In the first three days of the event from May 19 - 21 alone, 15 TV programs picked up the event, recording a TV exposure equivalent to 1,020,223,136 yen worth of ad spending. Customers were offered a touch and try digital goldfish scooping experience. Actual sales of the phone were three times the initial sales goal.

As soon as the phone hits the water goldfish appear in the net for scooping goldfish on the smartphone screen. The goldfish mechanism produces a sound of 19kHz near the game player, and when the smartphone is submerged in water the sound is cut off, which triggers the appearance of the goldfish. Because it is a smartphone, it can link to a gyrosensor, and sensing the net is being held flat a goldfish can be scooped up out of the water where the smartphone once again picks up sound, which triggers a vibration making the game player feel like they have actually caught a fish. The game element helped us succeed at attracting a large number of targets from families with children to young people with strong interests in digital technology.


Name Company Position
Shota Sawabe Tohokushinsha Film Corporation Producer
Junichi Naito OMUNIBUS JAPAN Technical Producer
Hisashi Tanaka DENTSU INC. Creative Director
Yoshishige Mori DENTSU INC. Account Executive
Motoki Asabuki DENTSU INC. Account Executive
Ei Suzuki Dentsu inc. Account Executive
Takatsugu Hashimoto DENTSU INC. Account Executive
Yasuyuki Shiogai DENTSU INC. Account Executive
Ryohei Kaneko Tohokushinsha Film Corporation Production Manager
Naoto Shigemasa Aid-DCC inc. Producer
Manabu Ariyoshi Aid-DCC inc. Designer
Tsubasa Yoga Aid-DCC inc. Developer
Hiroaki Nakai Aid-DCC inc. Technical Adviser
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