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Immersive brand partnership with Scentre Group BrandSpace unveiled at Westfield Sydney
Samsung Electronics Australia 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 operating in the heart of Sydney’s CBD, Australia’s premier world-class retail destination and one of the country’s highest foot traffic retail hubs[1]Samsung’s partnership with Westfield Sydney aims to create an immersive, unmissable retail 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 SuperScreens creative displays, 59 smart displays, 27 digital directories and brand visibility on building structures including columns/pillars, valet panels, concierge, escalators, stairwells and 160 dining tables. Extending further into the wider shopping precinct, and in a market-first partnership with QMS, Samsung will have 120 panels on Pitt Street and across 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 for pre-order of the new Galaxy Z series from 11 to 25 July, with an average of 1.16 million customer visits expected to the centre over a given fortnight.[2]The partnership aims to make the new Z Series and its ecosystem unmissable, leveraging, in a market first, all available spaces at Westfield Sydney 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 demonstrate its usefulness in our everyday lives.”
The new Samsung Galaxy Z Fold6 and Flip6 are both available for pre-order from July 11 to 30 on Samsung.com.auas well as all major retail and telecom partners. Pre-order now at: https://samsung.com/en/smartphones/galaxy-z-fold6/
[1] The big guns of Australia 2023
[2] Scentre Group Customer Visits to Westfield Sydney – Annualised Traffic in 2023, Two-Week Average