Revolutionising Retail engagement through gamification

Experiential | Digital | Promotion

The brief

TCC were briefed to design and execute engaging activations through flagship stores to unveil Samsung’s latest Galaxy lineup, with the S24 Ultra taking centre stage. The primary objective was to attract a techsavvy audience, encouraging them to discover the latest innovations and  spotlighting the groundbreaking ‘Galaxy AI’ technology. The retail activation needed to create a memorable, cutting-edge experience worthy of global recognition from Samsung. 

Our creative approach

Our creative team aimed to inject energy into stores through a vibrant, immersive experience centred around the S24 Ultra’s standout features. The chevron neon lighting inspired a bespoke game, designed to educate customers about the device capabilities while providing an interactive competition entry to win a £1,000 Virgin Holiday voucher. 

To further drive engagement, we introduced ‘Postcard Lingo’ – a standee featuring O2’s mascot Bubl, conveying the Live Translate feature through text and sound. This technology was also integrated into a pick-and-mix sweets stand, allowing customers to experience real-time translation firsthand. 

Complementing the in-store activation, we implemented a dual-channel digital strategy combining hyper-targeted display advertising and Google Search campaigns, leveraging advanced targeting and capturing high-intent audiences. 

The execution

We designed an immersive installation for the Inspire Zones, capturing attention and educating customers on S24 Ultra’s cutting-edge tech advancements. The bespoke game, a first for O2, enabled customers to explore Galaxy AI through gaming while entering a competition for a £1,000 Virgin Holiday. 

The ‘Postcard Lingo’ standee and pick-and-mix stand drove further engagement by showcasing Live Translate. In-store point of sale (POS), window promotions, and digital screens contributed to driving footfall towards this interactive gaming area. 

The result

Our innovative experiential and strategic digital campaign achieved remarkable success, garnering positive feedback from the Samsung team who visited the O2 Arena store activation. 

The power of the immersive experience activation as a sales tool was evident, helping to contribute to a 94.4% uplift in sales within the key flagship stores in comparison to nationwide store averages. The immersive in-store elements effectively educated customers on the S24 Ultra’s unique features, fostering engagement and excitement around the launch, with 55% of those participating in the game to go on to enter the competition. This illustrates that engagement through gamification drives statistically significant interest and further response. 

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