ABOUT

What was asked of us.
TCC were tasked with promoting the launch of Samsung’s next generation of mobile innovation - the Galaxy S10e, S10 and S10+.

What we did.
With the new devices housing a whole host of impressive and innovative features, our challenge was simple; demo the device to new and existing customers and wow them by bringing it to life in a fun and engaging way. So, with the stage set, we set about creating an experiential campaign that focused on two key features: The truly uninterrupted Infinity-O display as well as Samsung's revolutionary Wireless PowerShare that gives users the ability to share their battery power with other devices.

Further inspired by Samsung’s philosophy of ‘Do What You Can’t, the campaign set out to create unique experiences that encouraged customers to discover the result of 10 years of pioneering mobile firsts. Activations were introduced at key selected O2 stores and brought with them bespoke builds, customer engagement, live competitions, prizes, social sharing and a whole bunch more.

You’re in charge.
With the Samsung S10, power is yours to share. It can be used to recharge your friend's phone or charge your earbuds whilst on the go. The question was, how do you get customers to demo that without employing the traditional ‘show and tell’ (we were doing that also). Our answer? The introduction of localised gamification that aimed at not only bringing fun and excitement to the Samsung activation but also enabled users to discover how rewarding it can be to be the one who is ‘in charge’.

Hours of game design, coding and development matched with 5 digital totems placed in stores up and down the country resulted in an interconnected tournament that saw different cities go head to head in the ultimate power sharing competition.

Discover Infinity.
The S10’s Infinity-O Display is a truly uninterrupted, cinematic viewing experience. Samsung have eliminated all distractions for flawless glass which wraps perfectly from edge to edge. To bring this to life, we created our own uninterrupted viewing experience and challenged an infinite number of customers to take an infinite amount of selfies on our infinity-creating, photo booth.

10 booths across 10 locations housed perfectly poised, edge-lit, mirrors with visiting shoppers encouraged to get to grips with the S10 and test out its new revolutionary camera. The campaign hashtag collated uploaded infinity-selfies, automatically entering them into a prize draw.

Social.
For both activations, social media was put to use to spread the word, collate the engagement and reveal the outcomes. #Winfinity saw a surge of eager infinity-booth selfie takers eager to win, whilst the O2 stores individual Facebook pages carried uploaded scores and taunted their rival locations for the ‘You’re in charge’ game.

Print.
The Samsung S10 doesn’t just stand out amongst the competition, it stands apart. Due to this, we knew we needed to push the boundaries at all touchpoints of the consumer journey. Point of sale was no different and by introducing some disruptive print techniques and 3D vacuum forming, we were able to create additional theatre to our instore experience in places no-one was expecting.

Results.
The campaign was deemed a huge success, delving into new realms of experiential innovation as well as customer engagement instore and online.

266 people played the ‘You’re in charge’ game across selected stores, whilst online, both activations generated a total of 1824 clicks to the O2 store locator. Footfall rose by 41% in activity stores with 277 sales made across the two days. What’s more, the campaign elevated O2’s position by receiving industry interest from the likes of Samsung Mobiles’ UK president as well as the global retail network, Popai.

Production: Nexus Engage and Atom Ltd.
Photography: Video2Web.