ABOUT

Concept/Brief:
Samsung launched the new Galaxy Z Flip4 and Z Fold4 on 26th August 2023, with pre-orders open from 11th August the same month.
TCC was asked to provide in store activity supported by digital advertising for O2’s six flagship stores during the pre-order and launch period, so that customers could discover all the amazing features of the new devices and engage with the devices and the brands.

Execution:
To celebrate the pre-order and then the launch of the Samsung Galaxy Z Flip4 and Z Fold4 we produced two unique in-store executions for the 6 flagship retail stores around the theme of ‘flipping’ your world upside down and ‘unfolding’ your world.
The pre-order execution saw a flipped bookcase in-store with props shown on at various different angles, which created an eye-catching display for the demo products to be situated on. The product side podiums had flipped artwork to follow the theme through to both sides of the stores. The bookcase we had created featured an interactive quiz to increase customer engagement. Customers simply had to scan the QR code on the tabletop and flip back each panel to reveal the corresponding answers to the quiz. They could then enter into a prize draw for the chance to win a Samsung ‘The Freestyle’ smart projector, as well as Virgin Experience Day vouchers.

For the launch of the devices, we then took over the ‘inspire zone’ that is located in each flagship store to exhibit a flipped room installation which captured the customers attention as soon as they walked into store. The flipped bookcase from pre-order was retained within the product side of the stores to ensure the central theme of ‘flipped’ and ‘unfold’ was carried throughout both executions.

Both of these immersive experiences were further enhanced with customers encouraged to take photos of them interacting with each experience, making for two of our most captivating executions yet for O2.

Additionally, budget was obtained by Samsung to run a digital campaign to support the launch of the devices in the flagship stores that our executions and experiences were taking place in.

Results:
For the digital campaign to accompany the in store experiences, we ran pre-order advertising between 24/08/2022 and 25/08/2022 & launch adverts between 26/08/2022 to 19/09/2022 with the campaign duration being tailored to each channel.

6,544 store visits tracked through Precision M Ads (Footfall increase factor: 2.13) People who saw Precision M adverts were more than twice as likely to go into an O2 store than people who had not seen the adverts; the industry benchmark for footfall increase factor being between 1.3-1-7.

9,897 store visits tracked through Google Ads from 256k impressions. Facebook Ads reached over 2 million people, targeted by location and interest. Google adverts also showed a strong level of footfall, with good conversion from impression to clicks (30%) then to store visits (13%).

170% better pre-order performance in flagship stores
200% better sales performance vs company average
175% higher footfall in flagships vs the company average

Our client was delighted with the concept we had developed in response to their brief, as well as the results from the campaign, including overwhelmingly positive feedback from Samsung's Head Office in South Korea and the below from our senior client contact at Virgin Media O2:

“Best execution we’ve seen yet!”
Mark Leonard – Head of SSR Property, Systems & Infrastructure Virgin Media O2