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Samsung Electronics Australia (Samsung) has announced a market first, an extensive brand experience with Westfield Sydney. The partnership with Scentre Group Brand Space marked 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.
Located in the heart of Sydney’s CBD, Australia’s premier world-class shopping destination and one of the country’s busiest retail hubs, Samsung’s partnership with Westfield Sydney aims to create a compelling and immersive retail brand experience.
The experience consists of a mix of out-of-home (OOH) and experiential activation. With an unprecedented share of voice across the entire 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 panels, concierge, escalators, stairwells and 160 dining tables.
Expanding further into the wider surrounding shopping precinct, and in a market-first partnership with QMS, Samsung will have 120 panels across Pitt Street and the Sydney CBD, providing a comprehensive footprint.
“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 breadth of opportunities our new Galaxy Z Series offers Australians, 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 the ultimate brand experience,” said Jason Ridge, Head of Marketing and Mobile Experience at Samsung Electronics Australia.
The Samsung branded retail experience at Westfield Sydney will be active from 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.
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.
“We are excited to partner with Samsung on a bold and dynamic campaign that pushes the boundaries of OOH to reach a mass audience, 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,” said Chris Bolling, Scentre Group BrandSpace.
At the heart of the immersive brand partnership throughout 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, it stars “Sweet Ben,” a furry pink creature who lives in a playground. He’s meant to be cute and irresistible. Consumers were asked to take a photo with him, but he’s so big that he’s impossible to get within arm’s reach. Soft, cuddly, and instantly adorable, “Sweet Ben” aimed to showcase the latest cutting-edge technology in the Samsung Galaxy Z series and its new capability, FlexCam with Auto Zoom — a feature powered by Galaxy AI 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 experience 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 seven weeks to produce, measuring three metres tall and covering an impressive four-metre footprint.
“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 its usefulness in our everyday lives,” said Paul Meates, Executive Creative Director of CHEP Network.