To launch the Samsung Galaxy Z Fold7 & Z Flip7, TCC transformed the Discovery Zone at O2’s Westfield Stratford flagship store into an interactive experience that invited customers to play, learn and linger.
The brief was simple but ambitious: highlight the ultra-sleek design and powerful performance in a way that would hold attention and spark genuine curiosity.
To deliver, it had to drive dwell time – giving the audience a compelling reason to stop in their tracks and get them exploring and engaging with the tech on their own terms.
An educational arcade game that highlighted all the device features as part of the gameplay.
We built a smart, sensory-led takeover of the Discovery Zone at O2’s Westfield Stratford flagship store. At its centre was a custom-built pinball machine named FOLD-A-BALL.
Customers could compete for high scores while discovering the key features of the Samsung Galaxy Z Fold7 & Z Flip7 through gameplay. Each element of the game and its functionality was designed to create intrigue and educate through interaction and sound, helping customers explore in a multi-sensory, memorable way.
“Of all the discovery zones we have had, this is my favourite. Customers love it and you can see they are tempted in by it.”
– Store team member, O2 Westfield Stratford
We dialled up the detail, making smart use of sensory cues and subtle nods to product features:
The pinball machine was designed for all users, from adults to kids and wheelchair users. With accessibility high on O2’s agenda, this inclusive approach didn’t go unnoticed.
O2 Angels added a dose of hospitality, offering crêpes and pinball sweets, encouraging visitors to linger by the surprise and delight element. This uplift in dwell time made a big impact, taking learnings from previous activations and elevating the Discovery zone setup.
Every game finished with a QR code prompt leading to a prize draw for a £1,000 Love2Shop voucher. An elegant mechanic to extend engagement and gather first-party data.
After Westfield Stratford’s success, we scaled the experience across the O2 estate, running in 300+ stores nationwide.
We launched web-based FOLD-A-BALL games, accessible via three-sided strut cards in Samsung zones. Shoppers could scan, play and join a national leaderboard – all from their phones.
Engagement stats went beyond expectations with 99% conversion, indicating almost every scanner who played the game followed up and submitted their score for prize entry. Proof that this interactive format works even without live support.
Westfield Stratford launch:
Rest of estate web-based roll out:
Engagement came purely from people already in store and willing to try something new. The 99% follow-through from scanning to game play and prize entry shows how strong the idea was at capturing attention and driving action.
“The pinball machine was a masterstroke – it instantly captured our customers’ competitive spirit and drove a huge uplift in that all-important engagement. TCC cleverly wove our messaging into the experience itself – from the bumpers to the pins and even the ball. Pure genius.”
– Nic Banks, Virgin Media O2, Stores Campaign, Launch and Space Planner
This campaign made innovation feel human and playful.
Gamifying the device USP’s to help make them memorable in a way that didn’t feel they were being sold to.
We took high-spec, next-gen devices and invited people to discover their power through interaction and education, not just display stands. It was hands-on, inclusive and cleverly layered – and it delivered.
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