DIGITAL GOLDFISH SCOOPING

Bronze Spike
ClientIMC GROUP/SAMSUNG ELECTRONICS
ProductGALAXY S7 EDGE
EntrantTOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Type of EntryFunction: Design; Construction; Experience
CategoryB01. User Experience Design (UX)
TitleDIGITAL GOLDFISH SCOOPING
Product/ServiceGALAXY S7 EDGE
Entrant TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

The Campaign

The usual waterproof appeal made for smartphones is uninteresting and does not make enough of a distinction between other products. We created an experience that does not appeal the smartphone's resilience to being splashed with water but offers something extraordinary by submerging the entire smartphone in water and scooping goldfish with it. Through the real action of putting a digital device in water, which people intuitively avoid at all costs, they digitally experience "it is okay to put this smartphone in a tank of water" and "this smartphone can be played with even submerged in water" transforming the experience into a new reality and creating a new sensation.

Creative Execution

The Galaxy S7 edge launch event, Galaxy Studio, an activation appealing the waterproofness, was held in six countries in major areas of major cities (Tokyo, Singapore, London, Cannes, Dubai, and Shanghai) for 20 days in each venue. A wide range of people enjoyed the event, including families with children and young pepople with a strong interest in digital technology. We were careful to make sure that we did not simply display the digital aspect and advertise for the sake of advertising. By ensuring that the purpose was for people to have an actual digital experience, we were able to definitively express the core appeal element, which is the waterproofness. The movement of the goldfish was also meticulously designed. The fish actually seem to threaten to fall over the side of the net, and when they are actually scooped up, the smartphone vibrates adding an element of realism.

Credits

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 Yoha Aid-DCC inc. Developer
Hiroaki Nakai Aid-DCC inc. Technical Adviser
Links
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