Samsung PMA
August 24, 2010 by
The
Challenge
For PMA 2010, our challenge was to launch two of Samsung’s most innovative digital camera’s to date to both trade and consumers in Australia’s most densely cluttered photographic expo.
The
Strategy
Using the innovation of the cameras as our underlying theme; our approach was to fuse experiential and digital components into an integrated activation that would culminate at PMA 2010 in Melbourne. In order to substantiate the innovation of the cameras, leading innovators were showcased around the Samsung presence at the expo.
The
Experience
Using social media to build anticipation and groundswell in the build up to PMA, the Samsung stand came to life with a myriad of innovation led performances and exhibitions making the new NX10 and 2View cameras the heroes of the show!
The
Results
30,026 Impressions
18,788 Engagements
6 Minutes average dwell time
Samsung Sounds
August 12, 2010 by
The
Challenge
With the launch of 3 new mobile phones, Samsung asked PLAY to create an experience that would excite retail staff and encourage them to push the new Samsung phones at POS.
The
Strategy
Working with a tech savvy audience within the 18-25 segment, we set about creating an experience that would have lots of talkability and thus position Samsung a credible brand for them to focus on selling.
The
Experience
The 3 hero phones were unveiled giving the audience an exclusive preview before they hit the shelves, followed by an electric party with the Midnight Juggernauts, Potbellez and Kate Miller Heidke as the secret party headliners.
The
Results
2 of the 3 Phones sold out within a week of launch
650 Retail staff engagements
3 Cities connected
Samsung Cube
August 12, 2010 by
The
Challenge
Part brand space, part pop up store, The Cube was a joint collaboration between Samsung and Vodafone. The brief was to create a retail presence for Samsung and Vodafone on the streets of Sydney and Melbourne.
The
Strategy
With only 4 weeks lead time, PLAY’s agility was crucial to the project’s success. Our focus was on creating a space that would encourage dwell time, allow staff to interact with consumers and get them immersed in the 3 new phones.
The
Experience
The Cube ignited curiosity and drew consumers towards it. In the space, they could chill out in the lounge areas, download free music, sip on a coffee and gently learn about the new offering from Samsung and Vodafone.
The
Results
16,221 Engagements
2 Cities
3 Weeks in operation