Phone manufacturers release the new upgraded phone every year. So how to make ours stand out? We know that consumers place a high importance on the camera in their purchase intention, so the marketing should reflect that by emphasizing the powerful new camera features. But we also know that just listing the features is no longer enough to get a genuine consumer response. Even with extensive advertising campaigns across various mediums, including television, social media, OOH, not to mention movies shot by prominent directors, we still need to create impactful experiences that effectively demonstrate the powerful advancements in camera technology on offer, while also creating closer brand affinity and purchase intent.

We created a one-of-a-kind experience where visitors became directors for a day, capturing footage with depth in a professional film set complete with professional lighting and props. Our space-themed set featured specially designed shooting gear that gave participants the opportunity to capture zero-gravity-like footage, including shots of miniature extraterrestrial creatures for comparison with photos taken on competing phones. We also designed a Night of Seoul set, inspired by the bustling streets of Korea at night. Visitors could transport themselves to the back alleys of Korea in San Francisco and experience shooting in low-light environments and still produce sharp, clear images.

We set up the Galaxy Experience Space pop-up store and had it ready for the same day that the S23 series devices were revealed, giving consumers a chance to be the first to see and try out the devices before they were officially released in retail stores. We recognized that our target audience, Millennials and Gen Z, have strong opinions and distinct preferences and we wanted to appeal to them in a special way, giving them hands-on experiences. So we invited them to play the role of a camera director, letting them try out the camera for themselves on a real photoshoot set. Instead of creating a sterile, museum like store with simple displays and stat sheets, our approach was to create a playful environment that would encourage people to take pictures and test the product.

To enhance the experience and make it fun, we created sets for places that most people can’t go to. We constructed a space-themed set with LED backgrounds, rocks, and sand to simulate the moon's surface, as well as a Night of Seoul set with props that evoke a Korean ambiance. The sets were built in just three weeks at a rented venue in downtown San Francisco. We also incorporated a professional portrait studio and photo booth where visitors could immediately print the photos they took, providing a comprehensive camera testing experience. The Galaxy Experience Space was a hit in San Francisco, and we expanded it to the UK, Singapore, Dubai, France, Italy, Finland, Germany, and Brazil, effectively demonstrating the Galaxy S23's camera capabilities and promoting a successful product launch.

During the 25-day period, the Galaxy Experience Space drew 58,229 visitors, with a record 3,585 visitors in a single day. In total, the space received 380,374 visitors across four major cities (London, Paris, Singapore, and Dubai) who had a chance to enjoy a unique experience. We also surveyed 1,000 visitors and found that 94% reported a positive and enjoyable experience and 80% expressed a genuine intention to purchase. Additionally, the on-site pre-order service during the event resulted in the sale of 2,522 Galaxy S23 devices within the 25-day period.