Matt Rowland Creative Director

ABOUT

What was asked of us
Samsung were releasing the ‘phone to end all cameras’. Our task? Launch the device in O2 flagship stores with some epic experiential activity and showcase the Galaxy S20 Ultra 5G’s 100x zoom.

What we did
Yes, zoom allows you to look at objects that are really far away, but it also lets you see tiny objects with a completely new perspective. We wanted let O2 customers see detail they never thought they could.

So, we developed two ‘tiny’ activations that would have a big impact. They might look small, but the Samsung Galaxy S20 Ultra 5G’s 100x zoom would let O2 customers get 100x closer to the action. And be amazed by the results.

Sharp Sculptures
We hosted two world-famous pencil sculptors in two flagship O2 stores. They used tiny tools to carve stunningly small designs into the lead of a pencil live in store. The Samsung S20 Ultra 5G was set up on a tripod and used its 100x zoom function to live-stream the artists’ work to an awe-struck crowd.

Zoomoculars
In the other flagship stores, we commissioned 3D-printed, exact replicas of cityscapes and created our very own version of the much-loved British binoculars. We challenged O2 customers to use the Galaxy S20 powered 100x Zoomoculars to find all 10 tiny people holding a device in our detailed designs for their chance to win!

Teenie-weenie leaflets
The Samsung Galaxy S20 Ultra 5G has 100x zoom, so we made our pre-awareness leaflets 100x smaller to get people in the right mindset. They had to zoom in on a tiny corner of the leaflet to discover what we had planned.

Pinch & zoom
We tapped into internet culture for our social teasers and used a ‘zoom meme’ to get followers intrigued about our event. A caption directed users to zoom into an image and discover a series of tiny clues until we revealed the date of our activation.

Results
The campaign was deemed a huge success, even though the UK was plunged into lockdown the following week. There were 82 competition entries and 70 devices sold. Highstreets were becoming sparse but footfall increased by 18.9% across activity stores.

“This could be our best yet! – Nic Banks, O2

Agency: TCC.
Production: Atom ltd & Hobs3D.
Photography & Videography: Video2Web.

MADEIT CREDITS

  • O2 & SamsungClient

Samsung Galaxy S20 - The phone to end all cameras

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