Title	INNOVATING EVOLUTION
Brand	SAMSUNG ELECTRONICS
Product/Service	IFA FAIR
Category	C02. Point of Sale & Consumer Touchpoints
Entrant Company	CHEIL GERMANY Schwalbach, GERMANY
Advertising Agency	CHEIL GERMANY Schwalbach, GERMANY

Name	Company	Position
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
Arno Klein	Cheil Germany	Innovation Specialist
Eduard Schöll	Cheil Germany	Account Director Digital
Sebastian Schöningh	Cheil Germany	Senior Project Manager
Johannes Becker	Cheil Germany	Junior Art Director

Brief Explanation

The category of consumer electronics and especially smartphones are driven by technology but same time by design. Samsung brand is strong preferred because of its design. Therefore we staged the brand during IFA in Europe’s luxury department store KaDeWe: Focusing design, sculptural art and premium materials and combined with high-tech. Everything was about design: the product exhibition in the store, the 10 shopping windows and the billboard visuals. All this combined to position the brand as a powerful market player with superior design and lifestyle products. Finally, an innovative live auction took place where people bid for the artificial design pieces.

The Brief

For impact and synergies, the KaDeWe as an outstanding landmark for design, high fashion and premium lifestyle was selected. With staging Innovating Evolution there, we approached the prime target group and present the brand from its premium side. We entertained the visitors with the story of Evolution, very futuristic, stylish and unseen. By melting up prehistoric past with innovative technology. By dressing up a primitive man with high fashion and equip him with the latest Samsung devices. To stress the design even more an innovative live auction of the artificial design pieces and sculptures especially designed for the shopping windows finished the campaign.

How the final design was conceived

With designed art installations in 10 shopping windows we created fascination by telling the evolution. Each window combined the design of Samsung devices with an aspect of evolution like the new 360° sound globe staged as the eggs of prehistoric birds. People could experience the interactive design by being followed by a giant dinosaur-eye, swiping fishes into the mouth of an alligator by moving hands. They could join the first live auction ever created by scanning the QR-code and biding for favourite design items. Besides the window we developed a blow-up visual like a fashion photo of a primitive man wearing a design suit and a design smartphone. As a real live protagonist he hosted the opening event. The in-store exhibition was far away from normal shop design; it was premium in terms of materials, colours and atmosphere. Special design effect in the exhibition was an animal on the ceiling of the booth: an arctic skate build out of tablets moving his wings. During daytime the window installations attracted people’s interest, during night the whole KaDeWe became a different design object by light effects and sound: like a museum walk through Berlin and like entering into a different world.

Indication of how successful the outcome was in the market

The entire buzz formed around our windows soon became the talk of town. The campaign brought 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 and the live auction collected 143.000 euro donation money for charitable organizations like WWF, BUND, Senckenberg Museum, Städel Art School, Berlin public museums. The campaign staged the design competence of Samsung. Another result is the cooperation between Samsung brand and the fashion icon KaDeWe. This year was the second year of cooperation, the KaDeWe sees Samsung as preferred technology presenter that fits perfectly to the image of luxury and high-end lifestyle. This partnership will go on. This is another proof that the campaign works perfectly for the target groups.