Award-Winning Retail Marketing for Samsung
Award-Winning Shopper Marketing Strategies and Retail Displays for Samsung Australia
PROJECT 01: GALAXY NOTE 4 - WATER WALL
Tasked with bringing the waterproof feature of the Samsung Galaxy N4 to life in Samsung’s Experience store in Sydney, displaying the phone and key feature in an engaging way, to entice shoppers into the store to find out more.
APPROACH & SOLUTION
Art directed a digital “water wall” to frame the products on display and connect the ATL message to the retail offer, joining elements of the television commercial with purposefully designed visuals, in an inspiring and relevant way. The video display brought the product feature to life by simulating rain and thereby communicated the water-resistant feature clearly and efficiently. The scale of the display and content created an engaging display. Further inspection was encouraged with LFDs displayed in an unusual manner.
RESULT
This initiative was highly successful in contributing to shopper engagement and sales conversion, the window display contributed to a 28% footfall increase, based on pre- and campaign measurement. In addition, footfall contributed to a 9% sales conversion rate. The display received several commendations from store visitors. Sales staff are frequently interviewed to understand customer feedback on the executions. One employee mentioned that a customer walked in and asked specifically to see that ‘water-resistant phone’.
APPROACH & SOLUTION RESULTPROJECT 02: GALAXY S5 - MADE FOR AUSTRALIA
Tasked with communicating three key features of the Samsung Galaxy S5 to Australians that this was the handset they had been waiting for; Waterproof, dustproof, and a total fitness partner with a built-in heart rate monitor.
The idea was to leverage key ATL visuals that established lifestyle relevance with Australians, along with digital product display cases to give the illusion that the products inside had come to life in a three-dimensional space. The use of clear LFD technology represented an innovative way of telling a more in-depth story of the products. The technology was sourced out of Samsung in Korea around a new clear LFD technology, which was built into the front of the display case. The digital display cases were positioned on stands that were colour-matched to the devices and then placed at eye level to maximize shopper interaction.
The installation was a success. When the desired effect was achieved the displays literally stopped passers-by in their tracks. The content came into its own, telling a story of beautifully crafted to suit every side of Australian life. Ambitious sales targets set pre-launch were met, and exceeded before the Christmas sales window, a significant result considering that this launch was not supported by a large media campaign.
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