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The Challenge
Homogenising the decoration of shops, shop windows and public events was the idea around which the whole project revolved. To get the message across of the campaign, which was the product they were presenting, #foldable Samsung’s mobile technology development. The brand had the feeling that customers didn’t associate them with this type of product, hence the importance of branding that: “the mobile that folds is Samsung’s mobile”.
We had to create an impactful event where the brand could present its new foldable devices following the campaign image that had started in retail outlets months before.
The Result
We managed to bring the idea of #UnfoldYourWorld to reality. Both at the point of sale and at the presentation event that took place in the centre of Madrid, each element that we produced and installed followed the design lines set by Samsung.
We created shop-in-shop and window dressing spaces in which the decoration faithfully conveyed the idea of flexibility, the main characteristic of their new models, thanks to a very careful origami work. In the same way, for the event in the Plaza de Callao, contortionism was chosen as a metaphor.
In shops and shop windows we have to highlight, together with the decoration, the decoration displays, urns and totems that are fundamental for displaying the product.
Each element is important, hence the care in its elaboration and the attention to detail, everything in combination to impress the end customer.
And of course, any campaign that really wants to have the direct attention from its target audience has to take to the streets.
On 6 September, Samsung presented its new foldable smartphone models, choosing the centrally located Plaza de Callao in Madrid to do so.
A live contortionist show with synchronised screens was also broadcasted on the brand’s social networks.
01
Had it not been for the level of involvement of each department and the teamwork, this project would not have been as successful as desired. INSTORE and Cheil Worldwide joined forces from the very beginning so that the creativity of the design was brought to reality with the production and installation of the elements. The graphic production, carpentry and locksmithing departments were merged into one when it came to creating the final selected adaptations.
02
One of the parts of this campaign were the points of sale and shop windows where the product was to be marketed. For the decoration, a world of origami was created in which animals were the protagonists, the origami simulated the flexibility of the materials, as well as the new Samsung models, flexible and foldable.
Specialists in cardboarding, die-cutting, vinyl, direct printing and folding were able to perform this work by hand.
03
One of the most difficult challenges to overcome was the installation of each part of the campaign. The points of sale could not be modified, we had to create an ephemeral and non-invasive shop-in-shop, avoiding alterning the spaces was fundamental, so each element was installed without damaging the locations and with the utmost care. On the other hand, the installation on the day of the event had an added difficulty, the unevenness of the floor. Our teams of locksmiths and carpenters had to create a platform on which to fix the column – stage so that the show could take place as safely as possible.
04
The event developed as the final touch of the campaign, it had to continue with the main idea of the whole project. To make the brand’s customers see and feel that its new phone models were unique and different, and that they provided an extra originality and innovation by being #foldable. For this reason, a live contortionist show was chosen to convey the campaign claim: #UnfoldYourWorld.
05
360º event. Simulating an advertising column in which the protagonists came to life, a group of contortionists recreated incredible poses to showcase the multiple possibilities offered by the new foldable smartphones. A show synchronised with all the giant screens in Plaza de Callao and at the same time broadcast on their social networks. An example of immersive experience that positions Samsung as a benchmark in the sector.
06
One of the keys to the success of this project was its global vision. Being able to work from the ground up, knowing each design, and understanding what the brand wants to convey to its public is fundamental for developing a project of this type.
INSTORE had the message so internalised that we knew how to perfectly transmit it, what materials to choose, the finishes to achieve, so that Samsung could make an impact on its potential clients.
The outcome
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