Samsung S22 Launch: Break the Rules of Creation

  • O2
  • Retail, Digital, Experiential
  • Ideation

The Challenge:
Samsung were about to launch their epic new range – the Samsung S22. Our task was to create an engaging in-store area in O2’s six flagship stores to showcase the range and encourage customers to experience the devices hands-on. The activity also needed to be dialled up for the weekend and be a self-serve, always-on area.

Our Strategy:
To create an environment in O2 stores that allow us to showcase the Samsung Galaxy S22 range, create top-of-mind awareness and immediate impact as you enter the store. The activation would take place over an extended period of time. So, it should be versatile and have the ability to be dialled up into a demo area or place for instantaneous brand gratification in the form of giveaways.

What we did:
To get customers excited about the Samsung Galaxy S22 launch, we created the Samsung Galaxy Studio – exclusive to O2 stores. We had a purpose-built display with a marble run on top, so customers could demo Single Take. We also had pop-up demo cards attached to a row of faux S Pens, so customers could choose what they’d like to try out. Instructional messaging for the demos and in the marble run area meant customers could self-serve the activity.

In addition to this, we had an area for customers to create their own digital art using the S Pen. Our team then printed this onto a tote bag for customers to take home. We even had a street juggler at O2’s Oxford Street store to drive footfall and encourage people to demo Single Take.


We created a highly targeted display ads campaign over the two pre-order weekends to promote pre-order of the device and the launch offers and activity. The campaign ran on Friday and Saturday over the two pre-order weeks in close proximity to all six flagship locations.

Always-on activity

We created the Samsung Galaxy Studio so customers could get their hands on the S22 range and try out all the epic features. We encouraged customers to experience Single Take by taking their own snaps of our marble run. We also included pop-up demo cards attached to a row of faux S Pens. This meant customers could choose what they’d like to learn about and try out the devices. Instructional messaging for the demos and in the marble run area, ensured customers can self-serve the activity.

Dialled-up activity

Over one weekend, we turned one side of the Samsung Galaxy Studio into a live printing area. Customers were encouraged to create their own digital art using the S Pen on the new devices. Then, we printed their creation onto their very own tote bag to take away. Samsung techies were on hand across the weekend to help customers demo the devices.

120 Oxford Street

As 120 Oxford St has a much smaller footprint, we customised the Samsung Galaxy Studio to be a smaller unit where customers could try out the different features of the S22 range by using the demo cards. We dialled up the activity for a weekend by having a live street juggler performing in store. Customers were shown by a Samsung techie how to use Single Take to create lots of amazing photos and videos from a recording of the juggler.

We even had our competitors complaining about the ‘Only at O2’ messaging. The experience was only at O2, so no problems there and loved that we caused a stir with them.

Nic Banks – O2

It’s still in store, so that speaks for itself as we’ve kept it in even longer than planned. LOVE IT!

Amelia Dove – O2

Key campaign results

  • 50.4% increase in footfall at Edinburgh on activity weekend, versus the weekend before
  • 16.7% average footfall increase on activity weekend, versus the weekend before
  • 41 Oxford Street sold the most devices

Another fantastic launch that’s been brought to life through engaging retail experiential in O2’s flagship stores. The length of time it has remained in these locations past the original planned dates is a testament to its effectiveness in store and its ability to bring our new products to life. Well done TCC & O2!

Alex Palmer – Samsung

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