SAMSUNG
Promotional Marketing | Experiential Marketing
Samsung needed a launch moment for its flagship Galaxy Z Fold6 and Z Flip6 devices that would feel as bold and boundary-pushing as the products themselves. The brief was clear: create an in-store experience for O2’s Inspire zones that seamlessly fused AI innovation, product education, and cultural relevance—while making Galaxy AI approachable, entertaining, and emotionally resonant for real-world customers.
“This project was exceptional in more ways than one. Delivering the promise of ‘the world’s first AI bistro’ was never going to be an easy task, yet we landed it brilliantly in store. A real show-stopping activation that wonderfully demonstrated the AI capabilities of the latest Samsung suite of devices, in an educational, fun, and creative way. My favourite part of the project was working with other agencies to develop an AI waiter, ‘Ai’mon’, from scratch. Ai’mon not only answered your questions in French, which were helpfully translated by the Samsung Galaxy Z Flip6, he also educated customers on the latest and greatest from Samsung.”
– Jordan Taylor, Senior Account Manager, TCC
What if your introduction to AI came with coffee, conversation, and a croissant?
Months of TCC’s planning, data training, speech recognition and animation seamlessly blended with all the style and grace you would expect of a maître d’ when we launched the Galaxy Z Flip6 and Z Fold6.
As AI moves into mainstream culture, our own consumer intelligence shows a growing demand for brands to make this technology feel useful, familiar, and even enjoyable and how better to do that than by making it relevant to an everyday situation? Rather than overwhelming audiences with tech jargon or future-gazing, we saw an opportunity to embed AI into a simple human ritual—ordering at a café—and spark a moment of retail magic.
Launched against the cultural backdrop of the Paris 2024 Olympics, Bonjour AI was more than a themed activation—it was a story-led experience that reimagined what retail engagement could be. We transformed O2’s flagship Inspire zones into a playful French bistro, complete with Ai’mon our charming, voice-activated AI waiter trained to answer questions, explain Galaxy AI features, and converse in French. Customers could interact with Ai’mon using the Galaxy Z Flip6’s Live Translate function, watch him respond in real time, and discover how AI tools like Note Assist and Photo Assist could simplify and elevate their daily lives.
By inviting customers into an unexpected setting that blurred hospitality with high tech, we gave Samsung a bold, sensory-led moment to own the conversation around AI—and made the future of mobile feel a lot more human. From the moment our customers entered the store we engaged the senses with startling transformation of the Inspire areas from the usual high tech to high trend with our monochromatic interior design (a nod to Samsung’s own brand colours), the sights, sounds and smells of a bistro with pastries, coffee drawing the customer over to be greeted by Ai’mon and receive a slice of Ai education.
The launch was a resounding success, with:
“By far the best on the high street. It’s extremely rewarding walking past our competitors stores to see a simple a-board execution. We really went above and beyond with this one”
– Client Testimonial
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