| Title | INNOVATING EVOLUTION |
| Brand | SAMSUNG ELECTRONICS |
| Product/Service | IFA FAIR |
| Category |
A05. Branded Live Experience |
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Entrant Company
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
Contributing Company
|
CHEIL GERMANY Schwalbach, GERMANY
|
Credits
| Roland Rudolf |
Cheil Germany |
Chief Creative Officer |
| Thomas Schroeder |
Cheil Germany |
Executive Creative Director |
| Hannes Deutsch |
Cheil Germany |
Creative Director |
| Miriam Preissinger |
Cheil Germany |
Senior Art Director |
| Ron Stasch |
Cheil Germany |
Designer |
| Sean-Andino Konrad |
Cheil Germany |
Designer |
| Annika D´Ambrogio |
Cheil Germany |
Senior Copywriter |
| Fernanda Roedel |
Cheil Germany |
Concept Developer |
| Rafael Cavalcanti |
Cheil Germany |
Junior Art-Director |
| Joana Vinheiro |
Cheil Germany |
Junior Art-Director |
| Moritz Gillrath |
Cheil Germany |
Agency Producer |
| Christiane Lobenstein |
Cheil Germany |
Planning Director |
| Hong Seuk Lim |
Cheil Germany |
Client Service Director |
| Sabrina Müller |
Cheil Germany |
Marketing Service Manager |
| Georg Erb |
Cheil Germany |
Business Intelligence |
The Campaign
The questions „Who we are?” and “Where do we go to?” have challenged mankind for thousands of years.
The answer and the key for evolution have always been tools. What once had been a hand axe, today is a smartphone with a gorilla glass. As a moving power of evolution in the mobile sector, Samsung wanted to demonstrate its influence on evolution. On the occasion of the IFA we melted two steps of evolution in Europe’s luxury prime department store KaDeWe: The present with our technical devices staged in a prehistoric surrounding. We dressed up a primitive man fashionably and equipped him with the latest Samsung devices. A human version of him was also our special guest at the opening night. Through interactive art installations inside 10 shopping windows, we played with Samsung‘s influence on humankind’s evolution, resulting in a futuristic and breathtaking look. People could visualize, engage and even have fun with the story of evolution. Unlike most traditional shopping windows, our “installation” had evolved even further. Together with e-Bay for Charity, we created the first live auction sale on a display window. By simply scanning the QR-code, people could bid on their favourite items. Like this, we gave them the chance to contribute to evolution-research, since all auction funds went towards selected charitable organizations like WWF, BUND, Senckenberg Museum, Städel Art School and the Public Museums of Berlin. The campaign made 1,4 million window-visitors entertaining Samsung progressing evolution by being part of it with their smartphones. Besides this the installation windows offered stories to tell to their friends and furthermore pictures to share with their social networks.
The entire buzz formed around our windows soon became the talk of town. The shop windows attracted 1,4 million visitors in 4 weeks, 2,3 million contacts on Facebook, reached 5,5 million people on TV, 2,2 millions via press; the live auction collected EUR 143.000 donation money for charitable organizations.
The KaDeWe is the iconic home of style and fashion. A visit is not about sales first, but much more about exclusive experience in terms of high end products, state-of-the-art store design and premium materials. The evolution campaign is doing same way, not focusing product show and sales as usual, but telling an entertaining story of the category. It is a piece of art installation with integrated devices.
The second part of the story is the charity activity with eBay: an auction to bid for the favourite items directly at the window or via eBay. So, no advertising in terms of content and channel.