Executive Summary

To celebrate the launch of new Galaxy S10, we took over KaDeWe, a major department store in Berlin, to highlight 10 of the phone’s most impressive features by transforming store’s windows into 10 corresponding interactive installations.The way Samsung technology benefits and impacts the consumer, cannot always be adequately translated through conventional campaigns. Staging their innovations in a public space gives us the opportunity to present them in a fun and playful way. Art has relevance and moves people – just like technology. It was just a perfect fit.

Background

Innovation is at the heart of everything Samsung does. In honor of the new Galaxy S10- the most powerful and innovative phone on the market, we wanted to highlight 10 of the phone’s most impressive features in never-before-seen ways . We took over the windows of KaDeWe, the most famous department store in Berlin, to let people experience the unique features for themselves.

Objectives

The Samsung Galaxy S10 is the most powerful and innovative phone on the market.

Samsung wanted to showcase 10 of its most impressive features in never-before-seen ways. We took over the windows of KaDeWe, the most famous department store in Berlin, to let people experience the unique features for themselves.

We wanted to show how the groundbreaking innovation that Samsung is bringing into their phones, can be demonstrated through interactive and beautiful window installations.

Samsung is a visionary brand that dreams of a better future for its consumers. Without dreams Samsung couldn’t have created so many innovations over the years.

At the KaDeWe we show that dreams unleash true innovations. We let passersby join Samsung into a world where imagination flows freely and lets people discover the infinite possibilities of technology. We open people’s mind, challenging them to pursue their goals and become dreamers again. Because we believe no dream too big to unfold.

Strategy

The KaDeWe building’s 10 iconic windows were ideal for showing off 10 of the phone’s most exceptional features. But we wanted to do more than just create innovative, eye-catching installations; we wanted to push the boundaries of what was possible within the windows and find new ways to let passersby interact with and affect what was inside. Further, we wanted every window to translate the features of the phone so people understood how components like superior connectivity, enhanced intelligence, and a powerful camera could improve their lives.

All window installations cleverly blended art and innovation. Balancing interactivity and design, each window contained a unique installation that brought to life a key aspect of the phone, including a rising sun to represent its superior charging power, a fingerprint embedded in glass to represent its ultrasonic fingerprint scanner, and a rain room to represent that it’s waterproof. We used a variety of advanced technologies to make them as interactive as possible. A few windows used infrared sensors to allows people to engage with and trigger reactions inside of the windows themselves. Other highlights included fun interactive games, a multi-angle photo booth, and a miniature infinity room. The interactive windows enticed people to visit a pop-up shop inside KaDeWe to buy a new phone and put these features at their fingertips.

Results

The KaDeWe windows are iconic, so taking over all 10 of them made a big statement. It’s the second largest department store in Europe and attracts tens of thousands of visitors every day, which drove millions of impressions throughout the campaign. Even if people only saw the windows in passing, they were still served with the message that the Samsung Galaxy S10 has a ton of impressive features worth exploring.

Some of the windows were so popular, people waited in line for their chance to see them up close and interact with them. Watching someone win the matching game in the Art of Connectivity window on the first day the windows were open to the public was a great moment.

-FWA of the Month (May 2019)

-2M impressions on social media

- 1.4 M customers on-site

- 280% more Galaxy S10 sold throughtout Berlin

Samsung - KaDeWe