TCC is proud to announce that we have been shortlisted for a Retail Experience Award by Retail Creative Awards for our work on the Note 9 launch with O2 and Samsung.
Samsung’s Note 9 launched in August with a host of innovative new features, and we created a rolling campaign that picked these out across the announcement, pre-order and launch phases of the smartphone being brought to market.
To open the campaign, Samsung’s new device announcement in New York was live-streamed to O2 flagship stores and customers were invited to view the event on August 8. A sense of theatre and occasion was built up around the event, with attendees being offered snacks of Dragon Breath frozen popcorn that makes smoke come from your mouth and nose.
For the next phase between August 9 and 23, we brought a selection of incredible illustrators into stores to show how the S Pen, a stylus which allows users to interact with the device, could be used. By creating highly intricate artworks, they were able to showcase the precision of the new smartphone.
When the launch period finally dawned, glitter booths were set up in the four flagship stores. Customers entered the booth and started fans which swirled glittery strips around them. Controlled by customers using the Stylus, four photographs of themselves were taken which would be turned into a gif by an O2 Angel using a Note 9, showing off the gif-making capabilities of the phone. Customers were encouraged to share these on social media.
Across another 34 stores, we set up demonstration stations where Samsung trainers were on hand to show customers all the features that the Note 9 boasted, including the ability to make emojis and to let people know that the Fortnite game could be played exclusively on the phone two weeks before any other handset.
The campaign saw an increase at stores involved of almost 5% in footfall, with one store showing a rise of 24.9%, and 92% of customers who took part in activities in stores said they enjoyed them. Samsung’s Alex Palmer, retail channel manager, said that the campaign had “the best activation and the best execution. Totally on point and not only recognised across the Samsung business but also by our brand agency!’
Written by Jason Thomas