Samsung KX
From physical flagship store to virtual and interactive shopping experience
In September 2019 Samsung opened a brand-new flagship store and showcase in central London by the newly transformed Coals Drop Yard, to celebrate local culture and Samsung-powered innovations. Samsung KX was successfully born, but less than a year after, the world, and especially retail was hit by multiple restrictions due to COVID19.
A new strategy and creative transformation were therefore needed in order to successfully guide Samsung KX safely through - and beyond - the new reality the world was facing. We developed a strategy providing a clear role for Samsung KX within the wider Samsung brand, simple and effective messaging and a creative strategy to lead engaging and entertaining virtual brand experiences.
Based on Samsung’s core purpose and narrative of; “making stuff that can’t be made so you can do what can’t be done” we built a role for Samsung KX similar of that of James Bond’s buddy Q, ensuring each visitor gets the right tools, devices and innovations delivered with the right knowledge, insider tips and support in order to move into the world breaking boundaries to progress.
Harnessing the power of strong entertainment strategy, we turned the physical flagship retail experience into a virtual and interactive shopping universe though talkshows, documentaries, live performances, video content, live social interaction, blog posts, playlists, recipe cards and even gaming tournaments.
We achieved hundreds of thousands of site visits across the four activations and managed to engage some site visitors for up to 20 minutes with content. In addition, work was picked up by the likes of Vogue, The Sun, NME and The Evening Standard.
brand planning // creative strategy // messaging
Agency: Exposure
Next level gaming
A mini documentary showcasing an insider view of the professional world of eSports hosted by footballer and avid gamer Chelcee Grimes revealing next level gaming with pro gamers Matt Smith aka “Deadly”, Alexandra Macpherson aka “Alliestrasza” and Jaden Ashman aka "Wolfiez”. A media partnership with Games Radar helped to ensure credibility with the gaming audience and the documentary overall delivered a View-Through-Rate of 27% with our engaged community.
Lunch & Listen
A talk show hosted by Clara Amfo with guests Reggie Yates, Katerine Ryan, Munya Chawawa and Amelia Dimoldenberg all on a mission to help viewers ‘reclaim their lunchbreak’. The campaign drove 80k site visits to samsung.com against a KPI of 4k, had a 9.5% engagement rate and was even featured in Vogue.
Connected Christmas
A series of stunning exclusive Christmas performances ending the year with a Christmas high. We connected Royal ballet soloist, Marcelino Sambé and music artist Lianne La Havas with their audiences through magical performances streamed live to fans through the Galaxy Tab S7s and Galaxy S20
Taste of tomorrow
An exploration of how to grow, cook and eat the future of food by establishing a beautiful hydroponic garden all run and controlled by Samsung SmartThing in collaboration with Professor Green (Stephen Manderson) and Sara Kiyo Popowa. As well as the content series, an expert led blog post, a ‘playlist for your plants’ and a series of recipes was created for samsung.com ensuring maximum dwell time on site. The activation received over 726k video views with an overall engagement rate of 16.2%, 25 pieces of press coverage and drove 75k site visits to Samsung.com against a KPI of 4k.
