THE LOWLIGHT PHOTOBOOTH

TitleTHE LOWLIGHT PHOTOBOOTH
BrandSAMSUNG
Product / ServiceSAMSUNG GALAXY S9|S9+
CategoryD04. Spatial Brand Installation & Experience
EntrantCHEIL WORLDWIDE Sydney, AUSTRALIA
Idea Creation CHEIL WORLDWIDE Sydney, AUSTRALIA

Credits

Name Company Position
Cheil Australia Cheil Australia Agency
Byunghoon So Cheil Australia Managing Director
Mark Anderson Cheil Australia Business Director
Laurence McGann Cheil Australia Production Manager
Matais Eduardo Garrido Cheil Australia Production
Shannon Menehira Cheil Australia Technology Production
John Young Cheil Australia Account Director
Rinita Desani Cheil Australia Account Manager
Kat Burns Samsung Electronics Australia Visual Display Manager
Oran Weldrick Samsung Electronics Australia Retail Marketing Manager
Bede Gannon Cheil Australia Art Director
Carlos Barron Cheil Australia Senio Designer

The Campaign

With the recently launched Samsung Galaxy S9 and S9+ the Super Low Light feature makes it possible to capture photos without thinking twice – no matter the time of day. Our Task was to bring to life the Galaxy S9|S9+ Low Light feature in a way where customers can physically interact with it, whilst making sure people have fun experiencing it too. We turned the huge window cavity of the Samsung store into a giant Photo Booth, where customers could snap selfies in a darkened environment testing how the Galaxy S9|S9+ performed. The booth was fitted with bubbles which changed hue and light levels, much like in a club or concert setting. They could then share their selfies straight to their Instagram. What was truly unique is we created a store window that customers were physically part of the display toshoppers passing by, while they interacted with the experience.

Creative Execution

We turned the huge window cavity of the Samsung Experience Store window into a giant Photo Booth, where customers could snap selfies in a darkened environment testing how the Galaxy S9|S9+ performed. The booth was fitted with bubbles which changed hue and light levels, much like in a club or concert setting. They could then share their selfies straight to their Instagram. There were three plinths with S9's fitted where customers could experience 3 ways to snap photos: Hold the phone up to take a selfie, wave your hand and the phone automatically reacts to capture a photograph and verbally say the words 'shoot', 'cheese', 'capture' and the camera will automatically take a selfie.

Indication of how successful the outcome was in the market

Within the first week 1208 photos were taken. There have been 4344 photos taken, 172 emails were sent containing an average of 25 photos per email.* Conversion rate up 33% sitting at 5% *This execution is still running at time of entry.