Title | DIGITAL GOLDFISH SCOOPING |
Brand | IMC GROUP/SAMSUNG ELECTRONICS |
Product / Service | GALAXY S7 EDGE |
Category | B01. User Experience Design (UX) |
Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Production | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
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 |
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.
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.