GALAXY STUDIO IKSEON-DONG

Short List
TitleGALAXY STUDIO IKSEON-DONG
BrandSAMSUNG ELECTRONICS
Product / ServiceGALAXY S10
CategoryG03. Single Market Campaign
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
Additional Company MEGA COMMUNICATIONS Seoul, SOUTH KOREA
Additional Company 2 MAT PRODUCTIONS Seoul, SOUTH KOREA

Credits

Name Company Position
Sunwoo Jung Cheil Worldwide Division Leader (Business)
Hwanjoon Cho Cheil Worldwide Master (Brand Experience)
Taeyoung Kang Cheil Worldwide Group Leader (Business)
Joohong Min Cheil Worldwide Director (Business)
Yongki Hong Cheil Worldwide Director (Brand Experience)
Mikyung Kang Cheil Worldwide Director (Brand Experience)
Byoungju Kwak Cheil Worldwide Account Executive (Business)
Daekyu Lee Cheil Worldwide Account Executive (Business)
Daewon Ki Cheil Worldwide Account Executive (Business)
Chulsoon Lim Cheil Worldwide Account Executive (Business)
Seonmin Park Cheil Worldwide Account Executive (Business)
Sohyeon Park Cheil Worldwide Account Executive (Business)
Heechang An Cheil Worldwide Account Executive (Business)
Jongwoo Chae Cheil Worldwide Account Executive (Business)
Hyungwoo Nam Cheil Worldwide Senior Pro (Brand Experience)
Hyunah Rhee Cheil Worldwide Senior Pro (Brand Experience)
Jaeho Kim Cheil Worldwide Director (Brand Experience)
Woohyun Kim Cheil Worldwide Senior Pro (Brand Experience)
Taesun Choi Cheil Worldwide Senior Pro (Brand Experience)
Doyoung Yu Cheil Worldwide Pro (Brand Experience)
Hyunjin Joo Cheil Worldwide Pro (Brand Experience)
Sukhyeon Jang Cheil Worldwide Pro (Brand Experience)
Hanra Kang Cheil Worldwide Pro (Brand Experience)
Hogil Jung Cheil Worldwide Senior Pro (Brand Experience)
Seungwoo Jung Cheil Worldwide Senior Pro (Brand Experience)
Jin-Young Kim Cheil Worldwide Pro (Brand Experience)
Booram Kim Cheil Worldwide Senior Pro (Brand Experience)
Yangeun Kim Cheil Worldwide Pro (Brand Experience)
Jonghee Yoo Cheil Worldwide Division Leader (Brand Experience Creative)
Sohyun Lee Cheil Worldwide Director (Brand Experience Creative)

Why is this work relevant for Brand Experience & Activation ?

The best way to get people experience the smartphone brand is to make them endorse the functions by themselves. Furthermore, in order for them to remember and prefer the brand, the experience with the brand has to be special. Therefore by making every alley, the store and place of the Ikseon-dong into the Galaxy S10 pop-up area, we accomplished providing the unforgettable brand experience for the visitors. By allowing them to take the Galaxy S10 out in the streets and stores, people could capture every moment they spend in Ikseon-dong with the device and naturally experience functions.

Background

Consumers are not as excited as they used to be for a new smartphone release, and their upgrade cycles are getting longer. Nevertheless, the smartphone market has been growing more competitive, when Samsung celebrated the 10th anniversary of its first smartphone. Given that people want to be naturally exposed to a product while doing something special, the Galaxy S10, the height of Samsung’s 10 years of technological progress, has to be delivered to consumers in a way that is completely different from before.

Describe the creative idea (20% of vote)

The initial idea was that people do not want to be introduced to a product one-way, but rather want to experience the product for themselves, in a meaningful location through a special way. Furthermore, we factored in that consumers consider the camera to be most important of a smartphone’s functions. Focusing on these two points, the new Galaxy experience placed most emphasis on where it should be presented to potential customers. We expanded from explaining information on product functions through the experience kit in-store, to turning the entire Ikseon-dong area, one of the oldest traditional Korean villages with many popular photo spots for millennials, into a pop-up area for experiencing the Galaxy S10’s functions. The first of its kind, this pop-up store turned the most well-preserved traditional village of Ikseon-dong into an entire pop-up area or the playground for the world’s most innovative smartphone, the Galaxy S10.

Describe the strategy (20% of vote)

Given that the main target for Galaxy S10 is millennials, we focused on Ikseon-dong, which is one of the most popular places among them. Because the area is unique in that it has well-preserved spots, millennials not only just visit there but also make sure to take meaningful pictures and share. We used these local features to induce people to naturally experience the new smartphone in a pop-up studio designed with a traditional artist in the middle of Ikseon-dong. By renting out the S10 devices, we got people to capture images of the village to remember as their memories. People could experience the product in their own way, and this naturally led to them becoming ambassadors who promote our smartphone. Lastly, the film that introduces the pop-up store and the Ikseon-dong area was made for media execution to expand the way of experiencing the program.

Describe the execution (30% of vote)

Galaxy Studio Ikseon-dong opened on February 23, with a width of 18.2m and height of 3m allowing people to be fully immersed in the product experience. In the experience zone, people learned about Galaxy S10’s functions in detail. In a different space, there were artworks by the collaborating artist and pictures taken throughout village with the Galaxy S10 for exhibition. People who learned about the product could rent out the S10 device for free and take pictures while exploring the streets of Ikseon-dong. Inside the studio and outdoors photo spots, and even in the affiliated stores were promotors, experts on the product, who kindly guide the functions of the product. Because we collaborated with 74 stores, we could give out coupons that could be used in any of those stores. We installed a media façade on the outside of the studio, so passersby could enjoy the media art show.

List the results (30% of vote)

Daily average traffic was 8308 people, with a total of 324,000 people over 39 days for Galaxy Ikseon-dong Studio. About 40,000 pictures of Ikseon-dong taken by the Galaxy camera were shared on social media, as people themselves became ambassadors. Through this phenomenon, the product was more widely known, leading to brand preference growth. 79.7% of visitors responded they were interested in purchasing the Galaxy S10 after experiencing the Studio, 89.4% responded positively on brand preference, and 91.3% responded they would recommend the product to a friend. Furthermore, traffic of about 1,000 people increased in the area after the opening of the Studio, and 85.6% responded they would re-visit, indicating a synergy effect of traffic growth in Ikseon-dong area as whole. As a result, Samsung Galaxy not only advertised Galaxy S10 in a special way but also contributed to the development of local community.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

A city with tradition is difficult to find anywhere in the world these days. Likewise, it is becoming more difficult to differentiate areas within Seoul, the center of Korea, as the city rapidly evolves. Ikseon-dong, Seoul’s oldest Hanok (traditional Korean house) village and home to Korea’s remaining few Hanoks, is no exception. As it gained popularity and became more and more developed, it has started to lose its originality. In order not to maintain the original characteristics of a neighborhood, visitors have to experience the area’s charm fully and become ambassadors themselves promoting to preserve the area’s features. In line with this, we rented out the Galaxy S10 devices, with its innovative camera function, to visitors of Ikseon-dong for free so they could capture the area’s streets and shops with the device’s camera, experience the neighborhood and importantly share the moment with the taken pictures