10 years of Samsung Galaxy
By Shop! Benelux
Samsung Benelux warmly invites you to be part of #10yearsofGalaxy at its newest popup experiences in Rotterdam Central Station, MediaMarkt The Corner, and in Hoog Catharijne, Utrecht. With the opening of its first Experience Store in The Netherlands, Samsung marks a decade of innovation built on the vision that drives Galaxy’s development: make, create, and share. Galaxy S10 is Samsung’s crown jewel that takes 10 years of engineering and lessons learned to the next level.
Brand activation: the Samsung popup experience
Engagement. That is the keyword that guided Samsung in reinventing its retail experience. This keyword led to the development of a three-tiered retail experience.
- The first layer is the creation of an open, branded environment in a publicly accessible space with no barriers for passersby to physically get in touch with Galaxy and especially the newest Galaxy S10. People can simply come in, touch, and explore at their own pace.
- The second layer is engagement with Samsung experts who can advise interested visitors on how to best use Galaxy’s and especially the S10 features to enhance daily business and life.
- The third layer consists of enabling visitors to share and connect, to become part of the Galaxy world. To this end, Samsung has created a unique experience: the Galaxy Time-lapse.
Back to the future: Galaxy Time-Lapse
Galaxy’s discerning feature is its camera. Galaxy’s first-ever edition, the Galaxy S device, was outfitted with a 5MP camera. Fast-forward 10 years and the Galaxy S10+ boasts the revolutionary 5-camera system with ultra-wide lens. That tech-speak might not hit home with every Galaxy user or popup experience visitor. So how do you enable visitors to experience a decade of innovation hands on?
Inspired by the English idiom “A picture is worth a thousands words,” Samsung found the solution. A booth was developed where the visitor can make a time-lapse film encompassing 10 photos using the 10 Galaxy devices. Using a wheel of fortune, the visitor can outfit her/himself and in one minute, 10 pictures are taken using the 10 different Galaxy devices over the years. The driving forces of 10 years Galaxy development in action: make a photo, create a time-lapse, and share it on the Internet.
Social media: #10yearsofGalaxy
In view of the leading concept of engagement, Samsung invites visitors to share their time-lapse videos on socials such as Instagram using #10yearsofGalaxy. Beyond the opportunity to win a Galaxy S10, sharing the time-lapse video offers the opportunity to be part of mobile history—visitors can opt to briefly play a role in the Samsung campaign. They can have their time-lapse video featured on digital out-of-home screens throughout the cities of Rotterdam and Utrecht, and they can be part of a geotargeting ad campaign. This action amplifies Samsung’s engagement strategy even beyond the popup stores and social media channels.
The next chapter: The Galaxy story continues
The time-lapse experience is part of the opening of The Experience Store. The Experience Store in Hoog Catharijne is Samsung’s first of its kind in The Netherlands. By choosing Hoog Catharijne, Samsung takes its place in a future-oriented shopping mall and marks its ambition to create innovative retail experiences. Looking at the future, Samsung aims to build on its rich legacy of 10 years that helped shaped the business and private lives of many customers. By continuing to create technologies of the future and learning from its customer’s experiences, Samsung aspires to keep transforming the mobile landscape for the years to come with retail experiences developed to match this ambition.