How DDB Stockholm Turned a Samsung Display Phone Into a Prize

Creative shop DDB Stockholm just released their campaign to launch new phone Samsung Galaxy Alpha in Sweden. The Galaxy Alpha is the slickest and most stylish Samsung smartphone made to date and in order to let people get a chance to see, feel and try the Alpha, DDB created an activation called "Pick It Up".

What would you do if a phone displayed in a store would suddenly start to ring? Would you pick it up? Samsung Sweden has replaced a few displayed Galaxy Alpha phones to functioning ones around several Swedish stores. These phones could start ringing. If anyone dares to pick up the phone it could be theirs.

As part of the strategy to get potential users to touch and feel our phones, text messages will be sent with tips on where the next phone may ring.

"In this campaign we wanted to focus on bringing out our new smartphone and it’s design details with a nice twist  – hence let people experience the Samsung Galaxy Alpha in real life," says Jonas Eklöf, Marketing Manager IT & Mobile at Samsung Nordics.

"Pick It Up" is one of the first initiatives by DDB Stockholm for Samsung Nordics, since they began their partnership in 2014

"We wanted to create an interaction with consumers where they are usually overwhelmed with options – at point of purchases. We hopefully will make them smile and consider Samsung as their first choice" says Jacob Sandström, Business Director at DDB.