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.
The Art of Innovation: By turning multiple shop windows into playful and unique interactions between brand and customer we allowed the audience to experience Samung’s innovations and the Galaxy S10 in an engaging new way, turning abstract features into easy to understand benefits.
For the first time, the entirety of shop windows of Germany’s largest and internationally renowned luxury department store, the KaDeWe in Berlin, were exclusively given to one brand.
From optical illusions to mechanical machinations to kinetic projections each of the 5x3m 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.
· Appr. 11.000 daily interactions
· 1,4M viewers on site within just 4 weeks
· 2M impressions on social media
· 280% sales increase of Galaxy smartphones in electronic stores throughout Berlin
Problem: Every year 60,000,000 women are forced to marry. The United Nations Association of Germany wants to help the victims and make this invisible crime visible.
Solution: On a bridge full of “love padlocks” we put up 3,500 padlocks representing women trapped in a forced marriage. Via a QR Code on each lock people donated and received a number code to open the lock and free a woman – at the same time spreading the word with social media functions.
Results: In three days: Almost all locks were opened and donations for the UN trust fund to end violence against women went up by 279%. Also 570,000 people got involved on social media channels and media reach came to a total of 5.3 million.
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Diversity and unity are under attack throughout Europe – including Germany. As a brand that helps people overcoming barriers, and that embraces variety through a diverse range of products, Samsung wanted to show support for all Germans who represent a modern, colourful, and inclusive society.
By automatically turning selfies into emojis, the world’s new de-facto universal language, and personalizing them, Samsung gathered Germans of all kinds around a central message of positivity. Hundreds of thousands people started to use their own customized emojis sets, from there on promoting diversity with every chat or post.
Digital displays and public installations amplified the mobile and web-campaign. Finally, on October 3rd, the national “Day of Germany unity”, all emojis where brought together on the Brandenburg Gate in a spectacular light show, creating a new powerful sign of German diversity, instantly shared across the whole world.
Choruses of classic smash hit songs that instantly stick to one’s minds are put to a surprising use in a billboard campaign for 3M Duct Tape.
When it comes to sheer adhesiveness, nothing sticks with you like the melody of a classic smash hit song, or so called “earworm”.
That’s why we took the hooks of three of the catchiest tunes ever, and put them on numerous billboards across Hong Kong to show the superior strength of 3M’s Extra Heavy Duty Duct Tape in a completely new and surprising way.
The billboards went on air during the annual HK Walls street art festival at the end of March 2017, each poster being hand-lettered with actual duct tape by Buff Diss, one of the world’s leading tape-artists.
In some of the posters, even the pack shot was a real tape roll of 3m Extra Heavy Duty duct tape. Others featured a printed packshot, and the hand-taped headlines had to be carefully aligned to exactly match with the pre-printed part.
A film that was launched during the FIFA Worldcup 2018 to announce the partnership of Samsung and the German football team.
During that time when every brand in the country was sponsoring the players that got selected for the final German squad, Samsung took an anti-hero route by supporting Mario Gotze (the famous goal scorer of the 2014 world cup) who unfortunately didn't make it to the final team. With a very touching message which resonated with the entire country "What matters most is to keep trying".
The Rich Bitch Fridge is an Interactive fridge which connects guys at home with girls in clubs via facebook and cans of sparkling wine.
It is an innovative self-service fridge for bars and clubs equipped with animated HD screen, camera and permanent Facebook connection.
It’s a fridge filled with hundreds of RICH Secco cans turned into an interactive experience and direct sales tool. As such, it gives guys the chance to pick up as many girls in as many clubs they want – even when they sit at home.
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Problem: WWF 's mission "is to conserve nature and reduce the most pressing threats to the diversity of life on Earth". With nearly a quarter of all mammal species and a third of amphibians threatened with extinction, there’s is an urgent need to safeguard wildlife and the places in which they live.
Solution: To reiterate the present danger to people we came up with an ingenious and simple OOH idea to showcase the problem.
How It Worked: From a distance you can see endangered animals in the poster, but when you go close they disappear. The Headline in the poster reads " The Closer Man Gets, The Faster they disappear". Its a very old illusion trick but it works like a charm and gets the message across effectively.
Brief: In keeping with their philosophy of being a step ahead, MTS was looking for a new way to reward their most valued customers for their loyalty and business.
Solution: MTS achieved it by giving each of them an interactive calendar that provided MTS freebies (voice products, data products and value added services) and informed them about upcoming products and services. This limited edition calendar was imprinted with elaborate QR code designs, whose themes were according to what the month signified and what the freebie being offered was.
For example, February signifies Valentine’s Day and the freebie offered was love tips so the design reflects it. To get the freebies, all customers had to do was scan the QR code with their smart phones on the 1st of each month.
Result: In the first few months of the year 2012, there were many inquiries from most customers about the upcoming products and services which led to increased sales. In addition to this, the calendar became a major talking point.
PS: If you are seeing a blank page the promotion has expired or you are not on the MTS network.
Samsung's core strength lies in the wide range of products that cater to a varied audience. It is one of the main differentiating factors between Samsung and other brands like Apple. Therefore samsung wanted to highlight this brand proposition in Germany, with a TVC.
We came up with a 30 sec spot that ran during Prime time television, in various Cinema's and as Digital pre-rolls. It was also accompanied with a print campaign and the cute characters were used in various other communication mediums.
Poster for "Delhi Book Shop" promoting, "Beastly Tales" a collection of ten fables in poetry written by Vikram Seth. The Posters were also written in short proses to hi-light the beauty of the book.
Galaxy A 2016 are a mid-tier range of phones from Samsung. The Communication showcased here was specifically done for the German market and mainly targeted at the millennial's. We had an extensive digital and outdoor campaign harping the brand proposition that Galaxy A is "everything you need" .
To promote the NX1, a high-end Samsung DSLR camera, we came up with an idea to collaborate with the famous photographer Jim Rakete. He is considered as one of the pioneers in modern German photography and knows the music world like no other: Kurt Cobain, Herbert Grönemeyer or Ray Charles - they all stood before his camera.
So NX scene was born when we let Jim Rakete with a Samsung NX1, explore Hamburg. Why Hamburg because it has always been the most interesting musical capitals of Europe, known for its exciting and bustling music scene - from the Beatles, who laid the foundation for their career playing in the famous clubs of hamburg, to Fettes Brot and Samy Deluxe. A group of young photographers were also asked to join the workshop after being trained and initiated into fineart of music photography.
"In the semidarkness of the Hamburg club and music scene, it needs a guiding light as Annett Louisan - or a really bright camera like the NX1, to make a statement. " -JIM RAKETE
Brand: Indian White goods manufacturer,
Challenge: The challenge was to communicate Onida fully-automatic top-loading washing machine handles the maximum wash load in its category.
Solution: In India people dry laundry outside their homes on makeshift clotheslines. Joint families (extended family consisting of many generations under the same roof) have bulk laundry and one can see makeshift clotheslines dangling from windows, balconies and parapets of terraces in and around all residential colonies. To demonstrate the efficiency of Onida fully-automatic top-loading washing machine at handling bulk laundry, we created the longest makeshift clothesline that anyone would have ever seen. In various parts of the city, our makeshift clothesline stretched between streetlights for several city blocks. The in-between kiosks had the product shot along with the line "When you have lots to wash". The activity dramatised the product benefit and conveyed it in a never-seen-before manner.
Results: The activation got noticed and was reported in several media. It created considerable buzz and increased the footfalls in all Onida showrooms. And this had a direct effect on the sales curve. As compared to last year’s figures of the same quarter, the sales increased by 16%. The event was so successful that now the client has decided to take this promotion to various other parts of India.
Client: Dominos Pizaa
Challenge: For Years, Domino's has positioned itself as a delivery chain that brings hot, steaming pizzas to pizza lovers within 30 Mins. To refresh that promise, Doiminos decided to communicate the message in an unusual way in India.
Solution: Delivery boys drove through the city with steam emitting from their delivery boxes proving only one thing that Dominos means business.
Result: The activation become a talking point, grabbing the onlookers attention. Besides raising brand awareness, Dominos also experienced a dramatic increase in Call in's : from 10,091 to16,343 during the july quater which was the period of the stunt.
Brand: Dabur. The fourth largest Fast Moving Consumer Goods company in India.
Campaign: The ideas is for Dabur Vatika Root Strengthening Shampoo with deep conditioner, that prevents hairfall and hairbreakage it restores dry, damagedhair.
Solution: In shop posters for dealers and retailers showing "help has arrived" for for not-so-perfect hair.
Result: It helped the Dabur brand of shampoo get noticed amongst the thousands of other alternatives and helped regain 10% market share. The Project was also featured in Luerzers Archive in the October '09 issue of the magazine.
To move "ColoDent" toothpaste into the consumers consideration set of toothpaste brands. Apart from mainstream advertising, we needed strong support through ground level activities to achieve them.
Dentists recommended brushing teeth twice a day. But in India we observed most people brush only once in the morning. It is also a well known fact that sweets are one of the prime causes of tooth decay. Yet people especially kids, indulge in them uninhibitedly. Therefore we decided to use the sweets as a medium to remind people about brushing their teeth. The device used was the stick that the ice creams, candies and candy floss come on. We tied up with popular vendors and modified the sticks to look like toothbrushes. As the sweets were consumed, the "toothbrush" was gradually revealed along with the branding of Colodent and the line- "Don't forget to brush"
People were surprised by this clever reminder. Most kids even collected the different types of "toothbrushes"and showed them of to their parents. As desired this resulted in a positive rub-off on the brand and ColoDent became part of the consumers consideration set. the activity also created buzz and appeared across various media. We got free publicity woth Rs 3.5 million through this activity.
A collection of various print work done for brands like Reebok, Samsung Germany, Mts India etc. The illustrations and typography used in the various ads ads and key visuals are all done by me.