Capture Britain’s most amazing views and spark consumer interest with an interactive OOH build designed to bring the Galaxy S8?s Infinity Display to life.

Showcase the ground breaking design and screen size by creating a 7x 3 metre scale model of the phone to tour the UK during the 2017 Easter holidays.

The creative took a low tech approach to promote a high tech product – showcasing the S8’s screen size via a simple see-through ‘illusion’ featuring an invisibly suspended ‘Play’ icon.

The infinity screen fulfilled two functions, providing a bespoke viewing filter for some of the UK’s best views and providing a framed area where the public could ‘put themselves in the picture’ and share using the #UnboxYourPhone hashtag

The ‘mobile billboard’ featured no branding or text; the smartphone’s incredible design features would be allowed to speak for themselves.

Our timeline was short –phone launches are shrouded in secrecy – the entire campaign was conceived/executed within an eight week period

The activation was designed to go live in the spring holidays when our audience would be venturing outside.

The ‘mobile billboard’ was installed at 4 key sites named in the study across a week. We brokered deals with landowners and local authorities to ensure each location framed the ‘incredible views’ perfectly. Bespoke plinths were built for each site to give the impression our giant phones ‘belonged’ in each environ. The play icon was installed and removed to give more interaction options.

The locations included the beautiful seaside town St Ives, Stonehenge, Bournemouth beach and London

All executions bar London were unbranded – this let the design speak for itself and ensured our pictures could be placed editorially. Hashtag signage was used instead with demonstrator teams to demo the product.

The mobile billboard campaign combined a promotional activation with a unique out of home build, a strong PR story and multi-platform content to create a fully integrated campaign that smashed all targets.

100,000 people visited sites in one week

288+ MILLION Opportunities to see (the campaign reached 86% of all UK adults)

£5 MILLION + Media value

8.4 MILLION Twitter impressions in a single week

400+ fully branded editorial features (100% positive in tone, 98% of earned media featured Samsung video or pictures)

100+ domain links to Samsung Product page from earned media coverage

£0.6p per UK adult (cost of reach)

SAMSUNG HAVE RECORDED THEIR BIGGEST UK PRE-ORDERS IN HISTORY

‘A stunning OOH campaign’ SHOTS Creative

‘Samsung’s marketing department are on another level’ Reddit

Prepping the biggest flagship phone launch with the world’s largest smartphone…creating living examples of the crisp view S8 users will have in their hands Ad Week