Digital DNA Test

The task:

We were over half way through 2021 and there was still some degree of uncertainty, but we felt it was important to continue with the same tenacity and thoughtful consideration to shopper’s

changing needs.  One of the projects we are most proud of is the Digital DNA Test in Samsung KX.  We were tasked with creating an experience to support the launch of the Samsung Galaxy Z Fold3 and Galaxy Z Flip3, which offered something KX hadn’t seen before.  Create a pioneering omnichannel retail experience which is engaging and visually impressive and delivers against a range of touchpoints beyond aesthetics.  The experience should demonstrate product USPs to consumers in a way that’s meaningful and relatable and ultimately drives awareness and sales.

Our journey:

We wanted to focus on the folding phone category and help people understand which of the range would be best suited to them.  We created an exclusive experience where the public can discover their distinct personas.  By understanding customers personas, we could provide a bespoke shopping experience and guide the shopper to help speed up their selection, whilst having a fun experience.

Customers are invited to discover their digital personality in the central display area by answering a combination of multiple-choice questions. Their DNA personas are presented and customers are given a dominant personality and told which phone is therefore most suitable for their personality and to compliment their lifestyle.

We designed the display to mimic the Samsung Galaxy Z Fold3 and Galaxy Z Flip3 angles. The structure is big, bold and beautifully lit to attract customers to the bespoke shopping experience.  We created bespoke animated characters to represent each personality and to keep the experience fun and light-hearted for all to enjoy. The characters each have relatable traits that link to a Samsung device and therefore allow us to make a product recommendation based on the specific personality outcome.

What we’re proud of:

Not only visually impressive and instragrammable, we created the display to drive awareness, consideration and incentive to purchase. Following the initial Digital DNA Test, customers are directed to their recommended device to deep dive into the USP’s and benefits of the products via the product immersion areas at either side of the experience. This concept incorporates data capture so that we can continue to learn and develop bespoke experiences specific to consumers and brands.  We have been seeing phenomenal results, with over 1,000 interactions within the first 30 days of launch.  Using the data, we can see what customers are engaging with and therefore continually develop the display to ensure we continue to drive awareness, consideration, and incentive to purchase.