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Samsung
Galaxy Studio

RAN IN: Russia

CLIENT
Samsung Mobile Russia

AGENCY
Cheil Russia *Lead Agency


Stereotactic


SUMMARY

TA of Samsung Galaxy smartphone is young adults, 18-24 y.o, they are blind to ATL advertising, live diverse life and seek to make it even more intense through new emotions and impressions. To build awareness about Galaxy S8 functionality, present Samsung as ecosystem, disclose all USP of products in Gorky Park (highest affinity for TA) open-air pavilion Galaxy Studio was opened. Beyond product experience given in entertaining way 63 workshops were conducted. Results: 94 450 visitors, Galaxy S8 functionality awareness growth (used, know how it works from 25% to 37%) ecosystem awareness building. Brand attributes - significant growth 12-15% in Distinctive, Youthful Modern, Leader.

CASE VIDEO


Audience: Young adults, 18-24. Life style: diverse life, they seek for the opportunities to make its even more intense thanks to new impressions and bright positive emotions. Attitude towards technologies: active users of technologies, different gadgets, they watch technologies, new product and innovations.

Objectives: 1) To build a knowledge about Samsung Galaxy S8 functionality among target audience 2) To present Samsung as ecosystem (not only smartphone but Gear VR, Gear S3, DeX, Camera 360 as well) 3) To disclose all USP of the products and the philosophy DoWhatYouCant 4) To increase brand attributes where there is a gap between Samsung and its main competitor 5) 70 000+ visitors during 45 days of the project

Type: B2C

Language: English, Russian