| Title | THE UNCLOSABLE STORE |
| Brand | SAMSUNG |
| Product / Service | SAMSUNG |
| Category | D02. Promotional Items & Printed Media |
| Entrant | CHE PROXIMITY Sydney, AUSTRALIA |
| Idea Creation | CHE PROXIMITY Sydney, AUSTRALIA |
| Media Placement | CHEP MEDIA Sydney, AUSTRALIA |
| Production | VANDAL Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Gavin McLeod | CHEP Network | Chief Creative Officer |
| Justin Ruben | CHEP Network | Executive Creative Director |
| Richard Shaw | CHEP Network | Creative Director |
| Jeremy Hogg | CHEP Network | Creative Director |
| Will Winter-Irving | CHEP Network | Senior Art Director |
| Joe Ranallo | CHEP Network | Senior Copywriter |
| Tash Johnson | CHEP Network | Head of Strategic Production |
| Bella Jarman | CHEP Network | Producer |
| Jonny Berger | CHEP Network | Managing Partner |
| Grace Vizor | CHEP Network | Group Account Director |
| Lucy Jones | CHEP Network | Senior Account Director |
| Raisa Mushrafi | CHEP Network | Senior Account Manager |
| Joe Tran | CHEP Network | Senior Digital Designer |
| Kenn Huang | CHEP Network | Senior Designer |
| Joe Greathead | CHEP Network | Writer |
| Mary Anne Truong | CHEP Network | Operations Director |
| Cleo De Kerorguen | CHEP Network | Operations Manager |
| Cameron Dowsett | CHEP Network | Creative Director |
| Mark Tallis | CHEP Network | Creative Director |
The core of this idea is that we turned our entire, otherwise flat cladding on our under renovation store into an interactive experience. A 15m2 mosaic wall made out of hundreds of completely unique QR codes gave people a rich way to interact with our brand in the absence of a store. It had people glued to the wall, scanning them to unlock games, fashion, music and prizes. Not only that, but they also unlocked augmented reality product demos and walkthroughs, as well as software that turned iOS devices into the Samsung OS for them to trial.
Where others just saw the cladding on a renovated store, we saw the opportunity for a rich media placement. For a month long period before our stores reopening, we covered the entire wall outside our under renovation store in a mosaic made up of 100s of QR codes that formed the words ‘Expand Your World’. At a single location in Parramatta, people could come up and scan the wall, with each code unlocking something completely different - a game, an AR product demo, or even a free phone.