Brand Experience and Activation > Use of Promo & Activation

GALAXY NOTE ATELIER

CHEIL WORLDWIDE, Seoul / SAMSUNG / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

The main challenge was to successfully and effectively launch the Samsung GALAXY Note while accentuating the features and strengths of the product. The core features of the Samsung GALAXY Note are the S Pen, one of the most advanced input devices available, and the S Memo, which gave the consumer much more freedom with creating and saving notes.

Effectiveness

For the duration of 3 days at CES 2012, the promotion resulted in 33,000 visitors a day to the GALAXY Note Atelier. The number of Facebook fans increased by 150,000, pushing the total number to over 6m. 1.1m more consumers started following on Twitter and 20,000 more consumers started following on LinkedIn. Local and international media covered the booth extensively during and after CES 2012. Increases in local sales were also reported.

Implementation

The analogue images of a gallery were blended with the powerful strengths of the product to create the 'Atelier' concept. Consumers who visited the booth would sit down with artists and watch their caricatures being drawn in real time on the Samsung GALAXY Note.

Relevancy

The caricatures were then immediately e-mailed to the customers in digital format, and to the giveaway stations in the booth, where customers could receive complimentary custom caricature T-shirts and photo sleeves on the spot. The entire process focused on raising interest and effectively delivering information, while creating strong impressions through attractive and appealing giveaways.

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