Product / ServiceSAMSUNG GALAXY S9
CategoryB05. Books


Name Company Position
Cheil Australia Cheil Australia Agency
Global Night Squad Global Night Squad Photographers
Demas Rasuli Global Night Squad Photographer
Stephen Anderson Cheil Australi Creative Director
Mark Anderson Cheil Australia Business Director
Carlos Barron Cheil Australia Designer
Kat Burns Samsung Electronics Australia Visual Display Manager
Oran Weldrick Sansung Electronics Australia Retail Marketing Manager
Rinita Desani Cheil Australia Account Manager
John Young Lee Cheil Australia Account Director
Matais Eduardo Garrido Cheil Australia Production
Greg Smith Cheil Australia Senior Finished Artist

The Campaign

In an instore environment with sterile neon lighting it is impossible for customers to be able to capture brilliant photographs and physically experience how Low Light camera feature works. So we wanted to showcase what the camera could really do as well as the quality of the Low light photography by creating a beautifully designed Low Light photography book of Australia only captured using the Galaxy S9. The book will be displayed in all Samsung Experience Stores, Studios and used for PR release and roadshows. Target Audience Australian millennials 18-35 (female skewed) Samsung and non-Samsung fence sitters.

Creative Execution

We published a Low Light Photography Book which showcased a collection of night photographs commissioned from local night photographers who only shot using the Galaxy S9|S9+ We also submitted photos taken by various Samsung Store Team Members giving them first hand knowledge about the Low Light feature. In the book we included tips and tricks and locations across Australia for the perfect night shot. The cover also had an interactive element where you could test the difference in clarity using acetate film. The cover itself demonstrated the difference in light when removed. We also used a number of photographs to display as FAB frames and posters across our Samsung Stores in Australia.

Indication of how successful the outcome was in the market

Dwell time instore increased by 25% week on week compared to previous year. Conversion rate up 33% sitting at 5% During this period the traffic to store was 124 001 people 150, 000 new customers at launch and 18% Apple switch rate. *This book is still running in store at time of entry.