| Title | WINDOWS INTO THE FUTURE |
| Brand | SAMSUNG |
| Product/Service | SAMSUNG GALAXY S10 |
| Category |
D04. Digital Installations |
|
Entrant
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CHEIL GERMANY Frankfurt, GERMANY
|
|
Idea Creation
|
CHEIL GERMANY Frankfurt, GERMANY
|
|
Production
|
UNIT9 London, UNITED KINGDOM
|
Credits
| Joern Welle |
Cheil Germany |
Executive Creative Director |
| Miriam Preissinger |
Cheil Germany |
Creative Director |
| Arnab Biswas |
Cheil Germany |
Creative Director |
| Sonja Fritsch |
Cheil Germany |
Senior Art Director |
| Sabrina Lienig |
Cheil Germany |
Senior Art DIrector |
| Nicolau Attallah |
Cheil Germany |
Senior Art Director |
| Michael Ferstl |
Cheil Germany |
Junior Art Director |
| Olga Potempa |
Cheil Germany |
Senior Copywriter |
| Hanna Weller |
Cheil Germany |
Junior Copywriter |
| Moritz Gillrath |
Cheil Germany |
Agency Producer |
| Stefan Prilipp |
Cheil Germany |
Business Director |
| Christina Laukel |
Cheil Germany |
Senior Account Manager |
| Anna Mrass |
Cheil Germany |
Senior Marketing Manager |
| Annika von Nordheim |
Cheil Germany |
Marketing Manager |
| Michelle Condé |
Cheil Germany |
Creative Director |
| Ryun Kim |
Cheil Germany |
Space Designer |
| Meike Heintz |
Cheil Germany |
3D Designer |
| Matthias Merget |
Cheil Germany |
Editor |
| Chris Druecks |
Cheil Germany |
Senior Copywriter |
| Marcel Bourgeon |
Cheil Germany |
Senior Copywriter |
| Mustafa Karakas |
Cheil Germany |
Art Director |
| Wesley Yoon |
Cheil Germany |
Junior Art Director |
| Matthias Hofmann |
Cheil Germany |
Junior Copywriter |
| Trang Le Thu |
Cheil Germany |
Art Director |
| Christoph Fischer |
Cheil Germany |
Executive Technical Director |
Why is this work relevant for Brand Experience & Activation?
"Windows Into The Future" shows a way forward of how to emotionally engage customers with brands via the unique combination of digital, design and experiential in a highly competitive retail environment.
background
The Galaxy S10 does not only represent the 10th generation of the Samsung Galaxy range but also embodies 10 years of technological innovations. To celebrate this important anniversary, Samsung planned the retail launch of its flagship smartphone to be as innovative and premium as the product itself.
Describe the creative idea (20% of vote)
Allow the audience a glimpse into the future of innovations past and present: By converting all shop windows of luxury department store KaDeWe in Berlin into playful and artistically inspired interactions between brand and customer, Samsung's innovations and brand new Galaxy S10 could be experienced in an engaging way, turning abstract features into easy to understand benefits.
Describe the strategy (20% of vote)
The Galaxy S10 is Samsung's best selling premium smartphone with a broad customer base ranging from first movers to performance seekers. Being highly aware of current trends and products, all these target groups look for exceptional and emotional experiences in retail since they are already knowledgeable around their desired gadgets through online media.
Using an exclusive environment in a creative and disruptive offered a unique chance to combine exclusivity with accessibility and wonder with fun, all while incorporating the actual product and let it speak for itself.
KaDeWe in Berlin is Germany's most frequented luxury department store with a visitor number per month that equals nearly half the population of the capital. And for the first time ever, the entirety of its shop windows of the KaDeWe was solely given to a single brand – a massive disruption that could easily be noted by the local audience.
Describe the execution (30% of vote)
18 different installations were realized in two phases of 4 weeks each, starting in March 2019. From optical illusions to mechanical machinations to kinetic projections each of the 4x4m big windows featured a different innovation or technical feature. The majority even allowed for direct interaction with passers-by, using sensors and technology originating in Galaxy smartphones and drawing people to the exclusive Galaxy pop-up store inside the KaDeWe.
List the results (30% of vote)
• 1.4 M viewers on-site within just 4 weeks
• 11 K daily interactions, which equals ca. 21% of people entering the KaDeWe per day
• 2 M impressions on social media
• 280% sales increase of Galaxy S10 in Berlin’s electronic stores (compared to other cities)