To support the launch of its new Samsung Galaxy Pocket smart phone, Primedia Unlimited’s Mall Active partnered with Matchworld to conceptualise and launch the smart phone in major shopping centres throughout South Africa.
The campaign’s main attraction was the Samsung Dome in which consumers had the chance of winning their share of R500 000.
“The prerequisite for shoppers to step into the dome was for them to purchase one of the newly launched Samsung Galaxy Pocket phones,” says Mall Active’s Travis Brown. “This way, consumers had the opportunity to take home a new handset and some hard cash at the same time.”
While in the dome, contestants were given 30 seconds to grab as much money as they could.
Included on the stand were different activation areas where consumers could engage with different aspects of the new handsets. These included live demonstrations, a DJ booth, interactive zone and a photo opportunity.
“For instance, one area was just devoted to product display with live handsets whilst another area demonstrated the difference in download speeds when using 3G versus 4G handsets,” says Travis. “Consumers were challenged to cycle on a bike to see if they could download a video during the time that they were pedalling.”
A GlamCam pod formed a separate activation area where shoppers could have their pictures taken and printed out complete with Samsung branding on each picture.