Title | WINDOWS INTO THE FUTURE |
Brand | SAMSUNG |
Product/Service | SAMSUNG GALAXY S10 |
Category |
D05. Retail Installation & Experience |
Entrant
|
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 |
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, the retail launch of Samsung’s flagship smartphone had to be as innovative and premium as the product itself, placing the focus on an experiential brand activation in an exclusive retail environment.
With a running time of 7 weeks in total, the overall budget for production (and maintenance) was around 800.000k Euro with a media budget of 500.000 Euro.
Describe the creative idea (40% 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.
The idea: 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 execution (40% of vote)
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.
With exhibits for ten large scale windows, each installation had to feel unique and engaging. Therefore, we used a wide variety of materials and designs including a huge installation of glowing staggered glass panels, interactive stroboscopic neon lights, kinetic paper butterflies, a mechanism creating constant rain, swinging ropes forming waves, a kaleidoscope of mirrors and custom-shaped monitors, a rainbow-colored Perpetuum mobile, or even 50.000 illuminated balls that completely filled one of the windows.
List the results (20% 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)