In light of a surge in the number of smartphone models being launched on the local market Unlimited’s Mall Active business in partnership with Matchworld has conceptualised and executed a stand out; ‘It’s raining money’ interactive dome for long-standing client Samsung. The rationale for the promotion was that Samsung was looking to drive purchases of its Galaxy Pocket entry level smartphone.
“Samsung used this promotion to focus on middle market users of cell phones who were looking for an entry level smart phone that has all the technology features without a high price point.
“To achieve this we developed the Samsung Dome concept. Consumers could win their share of R500 000 by simply purchasing a Samsung Pocket from any retailer in the mall on the weekend that the promotion ran in a particular mall. The purchase of the phone then qualified the customer to physically enter the dome to win instant cash prizes,” explains Brown.
The inflatable dome structure featured a money machine that blew money into the air when shoppers entered the dome. The more Samsung bucks that they caught the more prize money they won. The Samsung bucks were subsequently converted into Rands and the amount won was then transferred to all the winners’ bank accounts.
In addition, the visually appealing stand featured different activity areas of which the Dome was the main feature. An MC and DJ were set up at the entrance to the dome and used to create hype and excitement around the activation. There was also an ‘exercise’ area where ‘2G’ and ‘3G’ bikes were set up. Consumers had to choose which bike they’d like to ride and a downloadable??? video was played that demonstrated the speed of 3G vs. 2G. Cleverly, the 3G bike was easier and faster to ride than the slow and harder 2G bike!
The promo court also featured information stands with live demo handsets where consumers could test and experience the new Samsung Pocket first hand. Handsets were also displayed on custom stand units and consumers could take a Samsung branded photo of themselves in a GlamCam unit – a technology innovation of Unlimited sister company TLC.
“This illustrates our ability to draw on the expertise of various Unlimited businesses, a strategy that our Group plans to build on in the next few months, to ensure we always offer clients our fully integrated offering, if and when they require it.”
The Samsung Dome campaign ran at Cape Gate, Gateway, Maponya, Eastgate, Menlyn Park and Southgate shopping centres to ensure a national footprint, from September to the end of November:
In terms of the most innovative aspects of the promotion, Brown cites the use of the custom dome that has never been used in the mall environment before. “The scale and unique look of the dome created talkability for the client and the activation as a whole, so much so, that we reused the dome at Vodaworld.”