From the “Samsung Experience Tour” to “Dive into the Blue” –
Experience-based communication in the analogue moment, created by digital freedom.
Project
GALAXING /
Experience Tour /
Dive into the Blue
Client
Cheil Germany /
Samsung
Period
2014-2012
Sector
Electronics
Category
Promotion, Campaigns and channels, Media, Event
Format
Offline campaign – cross-media
Guerilla
Sales measures
Training measures
Product presentation
Installations in public space
Services
Conception, strategic project management, location scouting and management, media planning, branding, setup design, advertising and event production, content production, logistics & storage,
From the “Samsung Experience Tour” to “Dive into the Blue” –
Experience-based communication in the analogue moment, created by digital freedom.
Within a period of three years, we managed, together with Cheil Germany, to create and develop a self-contained live communication campaign for Samsung Germany.
As a strategically significant trade fair, the IFA draws consumers into the emotional brand and product world – this takes place both inside and outside the traditional exhibition halls. The content-based requirements and strategic points of reference during the IFA event revolved around the “Galaxy” product family.
In this context, we developed and implemented the modules for a bold form of experience communication.
The “Samsung Experience Tour,” which we first carried out in 2012, laid the groundwork for two more successful campaigns: “Berlin is Galaxing” and “Dive into the Blue.”
“Experience Architecture”
The challenge lay both in activating all relevant sales channels as well as in securing the involvement of interesting cooperation partners for the individual campaigns. It was this interlinkage that enabled the experience – both on- and offline – of an effective brand and product communication.
Looking beyond the timeframes of the respective campaigns, we were able to transform some of the formats into roadshows – the “Galaxy Studio,” for example, toured shopping centers for two years.
The campaign “Dive into the Blue” gave us the chance to show our expertise in another aspect of our service spectrum: experience architecture.
In this context, the motto “Dive into the Blue” also came alive in the window displays and in the atrium of Berlin’s KaDeWe. Cheil Germany took the lead in terms of communication, while the POS implemented the concept.
The result was a connection to the product presentation area of the “Samsung Luxury Store” that is based on the top floor of KaDeWe.
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