Product / ServiceSAMSUNG GALAXY S9
CategoryA04. Consumer Durables
Idea Creation CHEIL WORLDWIDE Kuala Lumpur, MALAYSIA

The Campaign

Consumers have changed. They don't buy 'products' anymore. They buy the experience. To leverage on this, Samsung created Studio 9. A fully interactive booth where people can try out the functions of the Galaxy S9 and S9+, more specifically, AR Emoji and Super slow-mo. We pushed the experience even further by simulating seasons that do not happen in Malaysia; Spring and Winter. While some were content with just showing off their features through online films or any other digital means, Studio 9 gave consumers a real experience, in real time.

The Brief

Overall Budget : USD 563k Breakdown of costs : 1. Site Rental for May 2018 : USD12k 2. Software production: USD21.5k 3. Rental (Snow machine, social sharing kiosk, studio light, etc): USD20k 4. Manpower: USD16k 5. Hardware/Propos: USD23k 6. Booth Proudction: USD44.5k Paid Media Budget : 7. Digital OOH Media rental cost: USD391k - Pavilion Elite Outdoor Screen 8. Social Media Ad : USD35k -Facebook: USD14k -Instagram: USD9k -Youtube: USD12k

Creative Execution

After 1.5 months of planning, Studio 9 was launched on May 3, 2018 and lasted until May 31 2018. Studio 9 was open daily from 10am to 10pm with a live stream being shown on the Elite Outdoor LED Screen from 6-8pm; right at the peak of foot traffic in the area. Studio9 was fully air-conditioned and was a steel based structure with glass wall finishing so to allow consumers outside of the booth to see what was happening. Right across the road of Studio9, Giant Screen (Pavilion Elite Screen) is located Scale of Pavilion Elite Screen (digital OOH media) is 22meter (h) x 60m (w) in Pavilion Shopping Center which is the one of the most premium shopping malls in Kuala Lumpur.

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

During these 29 days, over 8000 visitors got to know and experience the new phone. Over 6000 Super Slow-mo videos were created and shown on the giant screen. By the end of the campaign, there were more than 900k digital OOH views,s 1.45M impressions and social views with a 2.18M engagement rate. Main objective was to give consumers an unforgettable moment with newly launched phone and and to let whole town know about it.

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

Not limiting to having the brand experience inside the stores, this activation allowed a much larger audience to test out the two new features of the Galaxy S9 and S9+ for themselves.

With an activation location such as Bukit Bintang in Kuala Lumpur, Malaysia, our target market was not only limited to locals but to tourists as well. Bukit Bintang is the trendiest and busiest district in Malaysia and is also one of the most popular tourist destinations in the city. Right in front of Studio 9 was the biggest digital outdoor screen in the country and it was used to show live streaming of what was happening inside the booth. A good location. A disruptive idea. A tactile experience. These were our main strategies when it came to the campaign.


Name Company Position
Jungeun Lee Cheil Malaysia Creative Director
Pang Kim Hoong Cheil Malaysia Art Director
Crystal Lim Cheil Malaysia Digital Art Director
Xiao Ying Lai Cheil Malaysia Copywriter
Mi Jin Choi Cheil Malaysia Designer
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