BrandEx Awards: Samsung wint award voor beste Brand Activation Event
EVENEMENTEN AWARD - De dag voorafgaand aan BOE20 in Dortmund, de internationale vakbeurs voor live communicatie en experience marketing, was dit jaar voor de tweede editie BrandEx en de BrandEx Awards. Daar werden in 5 categorieen prijzen uitgereikt voor de beste eventmarketing van Duitsland. Samsung won met Windows into the Future in de categorie Brand Activation Event.
Samsung Windows into the Future
Category: Best Brand Activation, Event
Samsung – Windows into the Future – Casestudy from Cheil Germany GmbH on Vimeo.
Uit het jury rapport:
De jury was enorm onder de indruk van het idee, het design en de implementatie van het unieke brand activatie concept die naadloos aansloot op Samsung als merk en de merkbelofte. Door ook nog eens de koppeling te maken met een ander ijzersterk merk in Duitsland, Kaufhaus Des Westen, als decor voor de engagement met de consument, was de awareness en zichtbaarheid van deze activatie gegarandeerd. Een hele slimme en goed uitgevoerde campagne.
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. Idea: Leveraging simple shop windows into playful and unique multimedia installations that broke the “fourth wall”, we allowed the audience to experience Samsung's innovations and the Galaxy S10 in an engaging new way, creating interactions between customer and brand and turning abstract features into easy to understand benefits.
Implementation:
For the first time, the entirety of shop windows of Germany’s largest and internationally renowned luxury department store, the KaDeWe in Berlin, was exclusively given to one brand. From optical illusions to mechanical machinations to kinetic projections and interactive experiences each of the 4x4m big windows featured a different innovation or technical feature from the Galaxy S10 or its predecessors. The majority of the installations even allowed for direct interaction by using the sensors and technology originating in Galaxy smartphones and drew people to the exclusive Galaxy pop-up showroom inside the KaDeWe. As a result, more than 1.4 Million KaDeWe customers saw the shop windows during the month of March 2019, including around 11,000 daily interactions. Images of the windows or selfies taken in front of them led to an organic reach of ca. 2 Million impressions on social media. Even more important, sales of the new Galaxy S10 rose by 280% across Berlin’s electronic stores during the promotion period.
Benieuwd naar de andere winnaars van BrandEx? Dit zijn de beste evenementen van Duitsland: