To reach airport ‘Wallhuggers’ we invented a NEW media channel at airports. We surrounded airport power sockets with bold OOH decals declaring “Samsung’s Galaxy S 5 with Ultra Power Saving Mode, so you have the power to be anywhere but here.” As owners of the competitors devices plugged in, they would have to face “indignity” of using a Samsung-branded power station.

We cut deals with four airports and delivered custom creative for 416 wall sockets across 15 terminals in just 2 weeks - before the competitor had updated its operating system. Smartphone owners across airports plugged into ‘our’ outlets, seeing Samsung’s battery benefit up close.

A wall-mounted, low-cost, small-scale but ground-breaking campaign achieved phenomenal things. In just a few weeks, Samsung brand awareness shot up 4 points - surpassing our target! And our competitor preference dropped almost 3 points (Samsung Brand Metrics study).

‘Wallhuggers’’ innovative approach attracted PR coverage in 30+ articles.

By isolating travel as a critical moment to reach Smartphone users, and showcasing Samsung’s advantage right when the ‘opportunity cost’ of being without battery was heightened, we showed that powerful insights combined with a clever idea can move minds.