Digital Craft > Function
CHEIL WORLDWIDE, Seoul / SAMSUNG / 2024
Awards:
Overview
Credits
Background:
iPhone users are the most reluctant audience segment to try Galaxy, even with a disruptive & innovative form factor such as the Galaxy Z Fold which unfolds into a tablet sized phone.
Watching a demo film online doesn’t really convey the immersive benefit of Fold, and getting iPhone users to try it out is nearly impossible.
We learned from research that #1 reason iPhone users dismiss the Fold experience is that “Galaxy Z Fold looks cool but it’s not for me” (Sentiment research 2022).
To get them to experience Fold, we created a first-of-its-kind demo that lets them try Fold on their own terms and time, and learn how Fold offers an experience that is twice as immersive compared to their iPhones.
We’ve finally launched a first-hand experience that two iPhones are synced into a single, immersive and impressive Fold interface, where users can see the difference for themselves.
Describe the creative idea
Galaxy Z Fold’s unconventional form factor drew a global attention as the pioneer. But this was also a barrier as it was difficult to imagine true value of Fold.
Try Galaxy Fold experience is more than a product trial. It’s a shareable social experience.
We’ve selected 3 features that are unique to Z Fold (immersive view, multitasking, and gaming) and created similar experiences where users can interact seamlessly across two-screens. When two iPhones are paired together, they’re not just doubling the screen size but they’re also doubling the experience.
Double the impact by watching an epic video of an underwater scenery that spans across edge to edge of the doubled screen. Double the capabilities by interactive elements like dragging and dropping images from one app to another in multi-tasking view. Double the fun by playing a game of air hockey where the puck glides from one screen to the other.
Describe the execution
Our 6-month development process moved towards the goal of creating an easy and enjoyable Try Galaxy Fold experience.
We used Web Real-Time Communication (WebRTC) technology, which allows direct communication of web browsers between the two iPhones, minimizing latency and allowing smooth sharing of high-quality video, audio and interaction. This connection method was key as it let us synchronize the two iPhones as if they’re one. From the user’s side, it’s as simple as scanning a QR code and pairing the two phones with a randomized 6-digit code – and they’re good to go!
Try Galaxy Fold Experience launched globally on August 2023 and has been on service until now, supporting 20 languages and available in 114 countries. We’ve maximized reach through campaign films, collaboration content with influencers, and online/offline QR installations in major cities like NYC and Jakarta.
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