Bringing energy and innovation to the Galaxy Z Flip5 and Fold5 launch

Experiential | Promotional | Digital

The brief

In partnership with Samsung, VMO2 approached us with an exciting challenge: to craft an unforgettable retail activation for the launch of their highly-anticipated Galaxy Z Flip5 and Z Fold5 devices. Captivating and engaging consumers was the primary objective, with footfall and interaction being a key measurement of success. In other words, we needed to cut through the noise of a saturated market to create a lasting and memorable impression.

Our creative approach

In-depth analysis revealed to us that today’s consumers crave seamless and energetic phygital experiences that engage across multiple touchpoints. We knew we needed to imbue the physical space of the flagship stores with energy and excitement to really captivate our audience, and that’s just what we did.

  • A Z Fold5-shaped ‘Samsung Swing’ centrepiece and colourful photo booth. These were designed to provide visitors with a unique focal point and opportunity for selfies, turning each visitor into an influencer. By posting their memories using the hashtag # LifeUnfoldedO2, the visitors were entered into a competition to win a Samsung TV.
  • A captivating, illuminated product display showcasing the new devices and Samsung Watches.
  • A skilled pancake artist thrilled visitors and garnered over 80,000 views livestreaming their artistry on Tiktok, driving footfall to the stores and increasing brand awareness.
  • Digital teasers leading up to the launch, building palpable anticipation and excitement.

Throughout, we ensured that the entire launch was deeply connected to Samsung’s brand essence and values, from the curated product displays to the interactive installations.

The results

Our innovative launch achieved remarkable success. Not only did we garner overwhelmingly positive feedback from Samsung, but we delivered tangible business results that were reflected in the success measurements for the campaign, in footfall, digital engagement, sales, and pre-orders.

Footfall results:

  • Activity stores saw 30% increase in footfall during the pre-order period compared to 14% for non-activity stores
  • On launch day, there was a 5.5% uplift in footfall for activity stores compared to a 0.5% increase in non-activity store locations

Sales results:

  • Sales increased 115% in activity stores compared to non-activity stores
  • Pre-orders increased 133% in activity stores compared to non-activity stores

Digital engagement results:

  • 136 posts were created from the ‘Samsung Swing’ photo experience across multiple platforms
  • An audience of 200,000 users were reached
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