The Campaign

For consumers, submerging a smartphone in water is the worst possible experience. By making the submersion of a smartphone in water an entertaining experience, we aimed to communicate the waterproof function in a positive light. This surprising experience was made up of drawing a picture on a Galaxy S7 edge with the dedicated app installed, submerging the phone in water to bring life to the picture, and then watching the fish move about.

Creative Execution

We were able to cross reality with virtual reality by designing an experience that consists of a tank with actual water in it and releasing fish into it. By improving the accuracy of the mechanism that uses the change in Wi-Fi radio wave strength produced from submerging the smartphone in a water tank we were able to design a natural experience of releasing fish for consumers. In addition, by archiving and creating a gallery of the drawings from the experience, we were able to design a mechanism to pique the interest of passersby as well.

We were able to communicate the superiority of the waterproof function to consumers with an impact by presenting the ordinarily negative experience of submerging a smartphone in water in the reverse light. Competing products also have the same function, but Galaxy was able to provide an experience closer to consumers.

By making it an attraction that could be enjoyed together with children, we were able to provide a great many of our main target of millennials, parents, both males and females in their 20's-40's, with the experience.