ABOUT

Travelling abroad - one of life’s great luxuries. Seeing new places, mingling with wonderful people, sampling new cuisine. It’s an experience that can’t be beaten. But imagine what you are missing out on just because you don’t speak the local language?

Meet Ai’mon. Our AI maître d’. Using the Samsung AI-powered Galaxy Z Flip6 and Z Fold6 TCC created a virtual waiter that could help navigate the complexities of conversing in a language you are not fluent in – brought to life in our quaint, aptly named Fillipé & Fauld Parisian Bistros that we build across the 6 O2 flagship stores.

The Brief
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.

Concept
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.
Whether the activity was manned or unmanned, or even during peak times - Ai’mon created a visual engagement that was always on and always entertaining. Engaging with our customers and creating the stop and stare moments of dwell time we aim for with all our activities at TCC.

Execution
• Custom-Built Bistro Sets: Inspired by Samsung’s minimal aesthetic, we installed a monochromatic French bistro in-store—complete with signage, tiled flooring, and baristas on-site.
• Voice AI Integration: Ai’mon, our in-store maître d’, was developed and trained from scratch to interact in natural French and English, demonstrating real-time translation and sparking product conversations naturally.
• Product Storytelling through Roleplay: Menus, orders, and friendly banter were all designed to reveal the power of Galaxy AI without a single sales pitch. Customers lived the product features.
• Reward & Recirculation: Visitors could enter a Paris trip giveaway via QR—designed to extend the physical-to-digital journey and continue engagement beyond the store.
• Cultural Tie-In: With the Paris Olympics on the horizon, the bistro became a bridge between global moments and personal travel prep, showing how Samsung could translate culture—literally.
• Performance Layer: Backed by hyperlocal PPC and native content, the campaign drove footfall and awareness, outperforming benchmarks and elevating the brand presence.


Results
• 566 coffees and 100+ crêpes served
• 361 competition entries with high QR scan-to-entry conversion
• +128% uplift in footfall on hospitality activation days
• Digital campaign CTRs exceeded benchmarks by 2.21x
• Every interaction powered by real Galaxy AI features
• Client praise: “By far the best on the high street… We really went above and beyond with this one.”
• Reframed AI as culturally useful, emotionally engaging, and practically powerful