The Campaign

We wanted goldfish to appear after the smartphone had been submerged in water for a bit. In order to resolve the core of the game element, we made sound the trigger. When the smartphone is not in water, and it is exposed to sound at 19kHz, goldfish do not appear. However, if the smartphone is submerged in water, the sound is cut off which becomes a trigger, and goldfish appear. At the same time the smartphone's gyrosensor is activated, and unless the goldfish is centered in the middle of the net on the smartphone screen, it cannot be scooped up. Once the fish is scooped and the smartphone removed from the water, it once again picks up trigger noise, and this time a vibration is activated making it feel like a fish has actually been caught adding a sense of realism.

Creative Execution

The project was decided on April 1. The system construction and goldfish CG creation began at the end of April. We tested the operation in the beginning of May. The event was held in Tokyo from May 19 - June 9. Later, we created an English-supported system and expanded the event to London, Singapore, Shanghai, and Cannes.

While the project expanded to 6 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 direct digital goldfish scooping experience. Actual sales were three times the initial sales goal

The Galaxy S7 edge launch event, Galaxy Studio, an activation appealing the phone's 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.