In April 2009 to support the launch of Samsung’s new mobile phone, the Samsung Tocco Ultra Edition, experiential agency TRO produced a 16-day nationwide roadshow visiting key train stations and boutique shopping centres. The brief was to take top-line messaging about the new phone to 20-35 year-old urbanites, professionals and office workers, and encourage trial and interaction with the product. Many of these targets are cynical purchasers in a saturated mobile phone market.
The activity took place at eight key locations nationwide during periods of high footfall, targeting people living in or around the location, who were more likely to stop and engage with the product, and also passers-by, who, given their timing constraints, were more likely to respond subsequently to information printed on flyers.
The promotion incorporated an attractive centre-piece, from which an interactive hologram of the handset was spinning and bursting with brilliant light projections. Consumers approached the installation and ‘touched’ the hovering hologram, which then automatically transformed into a ‘Text-to-win’ message. The installation brought to life the campaign’s above-the-line messaging ‘A Touch of Brilliance’ – raising awareness of the phone’s ultra-bright AMOLED screen.
A modular design allowed for the varying stand space. Six phone plinths were placed strategically around the installation to encourage handset trials. A team of brand ambassadors distributed flyers to drive consumers to a custom-designed website, which carried further phone information and offered the chance to win a Tocco Ultra Edition handset.
Both elements incorporated a compelling gift-with-purchase mechanic offering sunglasses vouchers and enhancing the drive to purchase.
Results
Research concluded that the campaign reached over 800,000 consumers (using the Opportunity to See (OTS) metric, as applied to above-the-line campaigns).
The number of consumers actively visiting and remaining within the promotional area totalled 60,000.
Engagement with100,000 consumers was achieved via distribution of marketing collateral.
The competition received over 3,000 entries
Sales in stores local to the activity totalled 100. In addition over 80 sales were gift-with-purchase redemption requests, resulting directly from the experiential activity.
Georgina Grantham, Channel Marketing Manager, Samsung Mobile said: “The experiential activity taking place at key train stations and boutique shopping centres enabled us to reach and engage with the urban professionals and office workers that constitute our prime target market, and perfectly complemented our above-the-line campaign.”
Chris Wareham, TRO Group Account Director said: “The roadshow provided a fully integrated approach - by the drive to online through premium literature handed out to commuter traffic; more immersive engagement through the stand experience; technically trained staff to answer product queries and a gift-with-purchase mechanic to drive sales in partner stores. “
The activity took place at eight key locations nationwide during periods of high footfall, targeting people living in or around the location, who were more likely to stop and engage with the product, and also passers-by, who, given their timing constraints, were more likely to respond subsequently to information printed on flyers.
The promotion incorporated an attractive centre-piece, from which an interactive hologram of the handset was spinning and bursting with brilliant light projections. Consumers approached the installation and ‘touched’ the hovering hologram, which then automatically transformed into a ‘Text-to-win’ message. The installation brought to life the campaign’s above-the-line messaging ‘A Touch of Brilliance’ – raising awareness of the phone’s ultra-bright AMOLED screen.
A modular design allowed for the varying stand space. Six phone plinths were placed strategically around the installation to encourage handset trials. A team of brand ambassadors distributed flyers to drive consumers to a custom-designed website, which carried further phone information and offered the chance to win a Tocco Ultra Edition handset.
Both elements incorporated a compelling gift-with-purchase mechanic offering sunglasses vouchers and enhancing the drive to purchase.
Results
Research concluded that the campaign reached over 800,000 consumers (using the Opportunity to See (OTS) metric, as applied to above-the-line campaigns).
The number of consumers actively visiting and remaining within the promotional area totalled 60,000.
Engagement with100,000 consumers was achieved via distribution of marketing collateral.
The competition received over 3,000 entries
Sales in stores local to the activity totalled 100. In addition over 80 sales were gift-with-purchase redemption requests, resulting directly from the experiential activity.
Georgina Grantham, Channel Marketing Manager, Samsung Mobile said: “The experiential activity taking place at key train stations and boutique shopping centres enabled us to reach and engage with the urban professionals and office workers that constitute our prime target market, and perfectly complemented our above-the-line campaign.”
Chris Wareham, TRO Group Account Director said: “The roadshow provided a fully integrated approach - by the drive to online through premium literature handed out to commuter traffic; more immersive engagement through the stand experience; technically trained staff to answer product queries and a gift-with-purchase mechanic to drive sales in partner stores. “
