The Campaign

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. Inside we placed three plinths with S9's fitted on-top where customers could experience 3 ways the S9 could snap photos: 1. Hold the phone up to take a selfie. 2. Wave your hand and the phone automatically reacts to capture a photograph and, 3. Verbally say the words 'shoot', 'cheese', 'capture' and the camera will automatically take a selfie. 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 to shoppers passing by, while they interacted with the experience.

The Brief

Budget was $48,000 Once involved, consumers needed no encouragement in sharing their experience across all social platforms, generating earned media for the brand.

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. Budget $48k (Australian) Scale: 3.3 x 26 m Production run: 1

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

We changed the way a retail space can be used. Samsung's whole philosophy is to do what you can't. Instead of a generic static store window, we turned it into a physical brand experience opening a two-way dialogue. We wanted to create awareness particularly to Australian millennials who want to express themselves in new and epic ways and get them to envy the S9 camera features e.g. Super Low Light by showing them how to make every day (and every night) epic.

Target audience: Australian millennials 18-35 (female skewed) Samsung and non-Samsung fence sitters Get Australian millennials who want to express themselves in new and epic ways to envy the S9 camera features e.g. Super Low Light Feature by showing them how to make every day (and every night) epic Our approach was to demonstrate the key feature and benefits of the S9|S9+ camera, in this case Super Low Light, in a more engaging and interactive way where customers physically could experience the benefit whilst also driving retail footfall by continuing the the storytelling element of key f&b.