Concept Summary

Jury statement:
The jury was very impressed with the idea, design and implementation of the unique brand activation matching the brand image and promise of a global brand like Samsung. Making use of another well-known and established brand (KDW Berlin) as a ‘backdrop’ for their engagement with the consumer guaranteed the desired visibility and awareness for the campaign. Very smart and well done.”

Task: The Galaxy S10 does not only represent the 10th generation of the Samsung Galaxy range but also embodies 10 years of technological innovations. To celebrate this important anniversary, the retail launch of Samsung’s flagship smartphone had to be as innovative and premium as the product itself. Idea: Leveraging simple shop windows into playful and unique multimedia installations that broke the “fourth wall”, we allowed the audience to experience Samsung's innovations and the Galaxy S10 in an engaging new way, creating interactions between customer and brand and turning abstract features into easy to understand benefits. Implementation: For the first time, the entirety of shop windows of Germany’s largest and internationally renowned luxury department store, the KaDeWe in Berlin, was exclusively given to one brand. From optical illusions to mechanical machinations to kinetic projections and interactive experiences each of the 4x4m big windows featured a different innovation or technical feature from the Galaxy S10 or its predecessors. The majority of the installations even allowed for direct interaction by using the sensors and technology originating in Galaxy smartphones and drew people to the exclusive Galaxy pop-up showroom inside the KaDeWe. As a result, more than 1.4 Million KaDeWe customers saw the shop windows during the month of March 2019, including around 11,000 daily interactions. Images of the windows or selfies taken in front of them led to an organic reach of ca. 2 Million impressions on social media. Even more important, sales of the new Galaxy S10 rose by 280% across Berlin’s electronic stores during the promotion period.