Best Use of Experiential Marketing

Business case which led to the chosen solution.

In preparation for the launch of the Samsung Galaxy Z Series, we were briefed on a pop-up retail activation that would generate awareness and drive enquiry via Telstra stores. Samsung and Telstra wanted to reach customers like never before with an attractive Galaxy Z Series offer on a Telstra plan. The objective was to create an immersive activation space which united the Samsung and Telstra brands seamlessly. The activation was to be installed in several retail precincts nationally and in various sizes, however needed to maintain a consistent look, feel and user experience regardless of the activation display size or location. Consideration was also to be given to the ability to reuse and repurpose the display for future campaigns.

The objective of the campaign was to engage customers and generate pre-sale orders for the new Samsung phone via Telstra stores. As an incentive during the campaign period, shoppers signing up as a new Telstra customer would also receive a bonus 43” Samsung TV. Some of the key challenges identified during this campaign were:

- Seamlessly presenting both the Samsung and Telstra brands in one space, taking into account each brand's guidelines and requirements.

- Working within a short timeframe with significant COVID disruption. The campaign was briefed the week prior to Sydney’s lockdowns, impacting suitable activation locations. Timing of the installations was critical to ensure alignment with the campaigns pre-sale period. The project required close communication between all parties to ensure that key milestones throughout the process were met, along with changes to locations, bump-in dates and centre requirements.

- Creating an experiential activation space that took into account COVID-safe requirements, with consideration given to flow of traffic, social distancing and creating partitioning within the activation area.

Provide details of the solution, including details around the execution.

An immersive activation was created to showcase the new Samsung phones and communicate the pre-sales offer, with the display designed to accommodate both Samsung and Telstra requirements. Three builds were constructed - two 4m x 4m and one 5m x 3m display, all designed to achieve the same aesthetic, regardless of configuration.

A key design feature was ensuring clear sightlines, creating an enticing attraction whilst adhering to centre regulations. LED lights illuminating the illustrations chosen by the client were incorporated, particularly the ‘butterfly’ image correlating the motion of a butterfly’s wings to the ‘flip’ motion of the phone. To showcase the phone an interactive product display screen was sourced, with a clear screen and moving graphics to suit the theme of the activation.

A ‘maze of discovery’ was created, with acrylic walls leading shoppers through a backlit, colour-changing cityscape to the beautiful butterfly display, also used as a ‘selfie wall’. The walls separated each zone and created touch-free experiential, adding to the intrigue of the experience.

The activation provided an integral addition to activity which would have otherwise been restricted to the Telstra retail store. Utilising pop-up space enabled the Client to extend their footprint - achieving greater exposure and engagement. Brand ambassadors answered enquiries and directed shoppers to the Telstra store to pre-order a device and receive the bonus Samsung TV.

The design of a unique and interactive maze structure allowed consumers to engage with the set both internally and externally. Consumers were drawn to the combination of clear acrylic paneling, etched lighting design features and exterior branding. The lighting feature constantly changed colour range and brightness. Once inside the set, the immersive design allowed the consumer to intimately experience the etched lighting design which led them along a guided path to the first touch point - an illuminated selfie wall. This was constructed by mounting various layers of etched clear acrylic to give the effect of butterfly wings flapping overlaid onto a butterfly background. A picture could be uploaded to social media for further engagements.

The second touch point was a clear LCD screen where the new phone was housed behind a clear LCD screen. Multimedia content was developed to play on the clear screen and enhance understanding of the product.

Set out the results, including metrics where appropriate such as sales, traffic, coverage and brand awareness.

On show for three weeks in selected Westfield shopping centres, the experiential campaign allowed shoppers to visualise the features and ‘flip-motion’ of the Samsung Galaxy Z Series, providing a unique opportunity to see the product up close prior to the official product launch period.

In what was very much a collective effort which required close and constant communication with both Samsung and Telstra, we successfully integrated the design requirements of both brands to deliver a seamless experiential activation space.

Three custom displays were designed and constructed in different configurations, with all displays achieving the same aesthetic, engaging passing shoppers. A clever open plan layout ensured that the display didn’t block site lines and also met shopping centre guidelines for brand activation displays.

The end result was a display that increased consumer traffic and engagement while at the same time increasing their knowledge of the product within an immersive COVID-safe atmosphere.

The effectiveness of this design not only satisfied the objectives of the client but also overcame the challenges associated with timing, materials, manufacturing and technology. Innovative design and construction has allowed for rebranding and repurposing of the experiential displays for additional products and requirements.

The success of the project was reflected in the not only reaching but exceeding of the goals set by the client in all departments:

●      960,000 impressions were delivered over the six week campaign period

●      2,304 unique visitors to the displays

●      3,548 product interactions

Overall the experiential campaign spaces provided our client with the ability to extend their footprint and generate greater enquiry and purchase opportunities outside of the traditional retail store setting.