Samsung partners with Scentre Group BrandSpace to roll out “a comprehensive, market-first brand experience with Westfield Sydney” for the Galaxy Flip6 and Samsung Galaxy Z Fold6.
Samsung Electronics Australia (Samsung) today announced a market first, a comprehensive brand experience with Westfield Sydney. The partnership with Scentre Group BrandSpace marks the expansion of Galaxy AI, with the launch of the Samsung Galaxy Z Fold6 and Galaxy Flip6, and the start of pre-orders, revealed at the #SamsungUnpacked event in Paris, France, late last week.
Proudly located in the heart of Sydney’s CBD, Australia’s premier world-class retail destination and one of the country’s busiest shopping hubs*, Samsung’s partnership with Westfield Sydney aims to create an immersive, unmissable retail brand experience. The experience is a blend of out-of-home (OOH) and experiential activation. With an unprecedented share of voice across the centre, from store to street, the partnership will include five 3D creative SuperScreens, 59 SmartScreens, 27 digital directories and brand visibility on building structures including columns/pillars, valet signs, concierge, escalators, stairwells and 160 dining tables. Expanding further into the wider commercial precinct, and in a market-first partnership with QMS, Samsung will have 120 panels across Pitt Street and the Sydney CBD, resulting in a comprehensive footprint.
Jason Ridge, Head of Marketing and Mobile Experience at Samsung Electronics Australia, said: “At Samsung, we strive to connect with our audiences through high-reach, high-impact interactions. As with our market-leading commitment to AI and the many opportunities Australians have with our new Galaxy Z Series, we want the brand partnership with Westfield and its scale to reflect this sentiment. We are excited to continually push the boundaries of traditional marketing and look forward to driving awareness of our latest Z Series range through an unmissable brand experience.”
The Samsung branded retail experience at Westfield Sydney will be available to pre-order the new Galaxy Z Series from 11 to 25 July, with an average of 1.16 million customer visits expected to the centre over the given fortnight**. The partnership aims to make the new Z Series and its ecosystem a must-visit, leveraging all available spaces at Westfield Sydney in a world-first to create interactive experiences that enable an interactive and innovative showcase of Samsung’s pioneering Galaxy AI.
Chris Bolling, Scentre Group BrandSpace, said: “We are thrilled to partner with Samsung on a bold and dynamic campaign that pushes the boundaries of OOH to achieve mass reach, while also playing with the experience to engage with the MZ generation in a fun and unique way. We know that Australian consumers are looking for engaging brand experiences now more than ever, and through this collaboration we look forward to creating quality in-store experiences for Westfield and Samsung customers.”
At the heart of the immersive brand partnership for the duration of the Z Series launch weekend (July 11-14) was also a disruptive and irreverent activation, complementing the brand partnership’s mission to capture visitors’ attention. Dubbed the Impossible Selfie, featuring “Sweet Ben,” a furry pink playground creature that is meant to be so cute and irresistible that consumers simply had to take a photo with him, but so large that he’s impossible to get within arm’s reach. Cuddly, soft and instantly adorable, “Sweet Ben” aimed to showcase the Samsung Galaxy Z Series’ latest cutting-edge technology and its new capability, FlexCam with Auto Zoom – an AI-enabled feature from Galaxy that can not only take the photo, but also frame it for you, ensuring everyone fits in. Even “Sweet Ben.”
The Impossible Selfie live demonstration allowed visitors to test the new device and see first-hand how its powerful Galaxy AI features can improve the lives of Australians in real-world ways. Created in collaboration with Traffik and installation artist James Dive, ‘Sweet Ben’ took a colossal seven weeks to complete, measuring three metres tall and covering an impressive four-metre footprint.
Paul Meates, Executive Creative Director at CHEP Network, said: “With advanced technologies like AI, we often struggle to understand how they can positively impact our lives. Our goal was to challenge this notion, to make Samsung AI feel incredibly accessible and to prove that it is useful in our everyday lives.”
The new Samsung Galaxy Z Fold6 and Flip6 are both available for pre-order from July 11 to July 30 on Samsung.com, as well as all major retail and telecommunications partners.
Sources
*Big Guns Australia 2023
** Scentre Group Customer Visits to Westfield Sydney – Annualised Traffic in 2023, Two Week Average