Overview

Samsung don’t just make smartphones - they make what can’t be made so customers can do what they can’t.

In 2019, having helped Samsung UK bring virtually every one of their industry-leading innovations to life, the stage was set to introduce London’s upwardly mobile millennials to the Galaxy Fold, a smartphone that would change the way they look at their screens – forever.

Challenge

In an already tech-saturated market, the launch of the super-premium Galaxy Fold needed grab the attention of early-adopting, upwardly-mobile millennials with a creative execution as unique as the phone itself - thus driving awareness and sales.

Strategy and Approach

Understanding we needed to target an affluent audience, we set about identifying sites within London that would help us maximise our reach - sites as unique as the product itself and subsequent creative execution.

Solution

For the Galaxy Fold launch, our aim was to dramatise the uniqueness of its screen by harnessing the power of Europe’s largest, existing, DOOH screen.

Located at the heart of London’s West End and nestled between some of the world’s most renowned luxury boutiques and hotels, the unique size and screen resolution of Piccadilly Lights offered us a truly premium placement opportunity to launch an equally premium smartphone.

By recreating the architecture hidden beneath the Piccadilly screen for over 100 years, we set out to build something never seen before – an animated folding structure, designed and crafted to reflect and mimic the ground-breaking achievement and technical precision of a truly unique, folding phone.

Through real-world mechanics and rendering of over 10,000 high-resolution frames, we managed to literally change the face of one of the world’s most iconic screens – and by doing so, reveal the changing face of the smartphone.

And by dynamically programming our execution to reflect the time of day, we managed to maximise each and every viewing experience - changing the way we look at screens forever.

Results

Our creative execution:

• Helped turn the Galaxy Fold into Samsung’s fastest-ever selling product.
• Turned 1.9 million heads in the first 2 weeks.
• Prompted a 1000% increase in searches for the Samsung Galaxy Fold in London.

Fastest-Ever Selling Product: The impact of our campaign was immediate and profound, catapulting the Galaxy Fold to become Samsung's fastest-selling product to date. The synergy between our creative vision and the product's revolutionary features resonated strongly with consumers, driving unprecedented demand and sales figures.

Unprecedented Attention: Within the initial two weeks of the campaign's launch, it captured the attention of a staggering 1.9 million individuals. This influx of engagement underscores the effectiveness of our approach in creating buzz and generating interest not only among tech enthusiasts but also the wider consumer base.

Search Surge: Our campaign triggered an astounding 1000% surge in searches for the Samsung Galaxy Fold within London. This surge in online activity reflects the campaign's ability to spark curiosity and prompt action among consumers, translating awareness into tangible interest and intent to purchase.

Learnings

Through this campaign, we gleaned invaluable insights into the dynamics of consumer behaviour and the power of creative storytelling in driving brand engagement:

Innovation Speaks Volumes: The success of the Galaxy Fold launch reaffirms the significance of innovation in capturing consumer interest and driving product adoption. By showcasing the device's ground-breaking features in a visually compelling manner, we effectively communicated its value proposition and differentiation in the market.

Impact of Experience: The immersive experience created by our campaign not only captivated audiences but also fostered a deeper connection with the Samsung brand. By leveraging cutting-edge technology and creative ingenuity, we demonstrated Samsung's commitment to pushing the boundaries of possibility, resonating with consumers on a visceral level.

Digital Amplification: The significant increase in online searches underscores the pivotal role of digital channels in amplifying the impact of offline activations. Our campaign's ability to generate online buzz and drive search traffic highlights the importance of an integrated marketing approach, where offline experiences seamlessly complement digital touchpoints to maximise reach and engagement.

In summary, our Galaxy Fold campaign exemplifies the transformative potential of innovative marketing strategies in driving brand success and shaping consumer perceptions in an ever-evolving marketplace.