The task:

To support the launch of the Galaxy S21 5G series and its ecosystem products in Samsung KX, we wanted to create something truly unique.  The vision was to combine interactive, hands-on product zones with a unique, immersive customer experience that could be amplified via a PR campaign to drive footfall into KX and awareness of the launch.

Our journey:

We based our approach on customer insight to understand what the right kind of experience would be to create a newsworthy, PR-able execution that could be linked back to the product. We began with the key target audiences for the products and looked for commonality in their lifestyles. One thing that stood out to us was that they are time-poor, work hard and have busy lives. When we overlaid the global backdrop of the pandemic, it was clear that something we are all missing is the chance to escape the day-to-day and recharge the mind, with the traditional holiday seeming a long way off for many people.

We decided it would be fun to create a multi-sensory experience of a tropical beach within the KX space where customers could escape and recharge for a few minutes before learning all about the products in the same area. The result is the world’s first “Relaxation Station” powered by the Galaxy S21 5G series.  The new devices feature superfast charging so there is an easy link back to the products however the experience really delivers as a newsworthy story which will be amplified through PR.

Customers see stunning beach scenes on the wrap around bezel-less screens, hear gentle lapping waves, birds at dawn and a sea breeze. They can also smell and feel the warm sea breeze inside the space to truly feel like they are escaping for a few moments in KX.

Outside the experience zone are adjoining live product tables with interactive screens to showcase and educate shoppers on all the new products. This is further enhanced by the KX staff who will help bring these to life through detailed demonstration.

What we’re proud of:

For the launch of the Samsung S21 Ultra 5G, we expanded our thinking beyond visual and auditory cues and used the psychology of sensation to connect more deeply for a richer brand experience

Creating the first 5D sensory retail experience at KX during the pandemic, to critical acclaim from Samsung and across the industry.