Spikes Asia

DRAW and RELEASE

DENTSU INC., Tokyo / SAMSUNG / 2017

Awards:

1 Bronze Spikes Asia
2 Shortlisted Spikes Asia
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Overview

Entries

Credits

Overview

Background

We needed to create a physical sensory experience, not possible with a TV commercial, to appeal the new waterproof function on the Galaxy S7 edge smartphone.

We developed "DRAW and RELEASE" as content for the Galaxy Studio, an event to appeal Galaxy brand products.

DRAW and RELEASE was implemented in the Galaxy Studios in 5 locations: Tokyo, Osaka, Nagoya, Fukuoka, and Hong Kong.

More than 250,000 visitors attended in total.

Execution

Because the Galaxy S7 edge did not have a mechanism to detect when it was submerged in water, we successfully attributed a trigger to the application by using the wi-fi radio wave characteristics whose strength changes dramatically when submerged in water.

By transmitting the picture drawn by the consumer as data to a PC application linked to the smartphone application, we were able to achieve rendering the picture moving off the smartphone screen.

By archiving and creating a gallery of the consumers' drawings, we were able to design a mechanism to pique the interest of passersby.

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