For consumers, submerging a smartphone in water is the worst possible experience.

By making that submersion an entertaining experience, we aimed to communicate the waterproof function in a positive light.

This surprising experience was made up by drawing a picture on a Galaxy S7 edge with dedicated app installed, submerging the phone in water to bring life to the picture, and watching the fish move out of the screen.

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 which 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.

We were able to communicate the superiority of the waterproof function to consumers, with an impact by presenting the ordinarily negative experience of submerging a smartphone in water, in reverse light.

Competing products also have the same function, but Galaxy was able to provide an experience closer to consumers.

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