- Putting the new flagship models on show
- High-quality stand construction in central locations
- Parallel promotions in two URW centres in Germany
The smartphones and tablets of South Korean manufacturer Samsung enjoy strong popularity. Recently, the brand unveiled its latest flagship model in the popular Galaxy range, the S22, raising anticipation levels among tech enthusiasts and smartphone fans around the world – and at URW shopping centres. Organised by the agency Cheil, the brand took up residence in a total of five locations across Germany with state-of-the-art pop-up stores between February and April 2022, including the Riem Arcaden in Munich and Cologne’s Köln Arcaden. Everywhere, visitors had the opportunity to test the launch products hands-on and obtain competent advice and guidance.
Experiencing and trying out products on the promotion stand
High-quality pop-up kiosks were installed in the centres to showcase the innovative products. The prominently placed Samsung logo on the cube-shaped campaign stands ensured a strong brand presence, and thoughtfully designed illuminations literally put the smartphones and tablets in the right light. This clever presentation encouraged even less tech-savvy visitors to stop and take a closer look at these modern devices.
at these modern devices.
One particularly practical aspect was that prospective buyers were able to purchase the products there and then thanks to a collaboration with in-house electronics retailers Saturn and Media-Markt. To this end, the kiosks were placed just a stone’s throw away – target group marketing ‘on point’ and at the point of sale.
Naturally, experienced promoters were on hand during the campaign to answer questions and provide in-depth advice to anyone who was interested. This gave visitors the opportunity to find out about all the technical refinements and features of the new smartphones and tablets and to put them through their paces. In addition, ‘walking acts’ were in action in the Riem Arcaden, distributing flyers throughout the centre and drawing even more attention to the campaign.
Running international campaigns at URW centres
The pop-up stores in Munich and Cologne were not the only promotions for the launch of the Galaxy S22 in URW centres: Special campaigns were also run in other countries – for example using an innovative photo booth in the Westfield Mall of the Netherlands and at Westfield London in the UK.
It wasn’t just the visitors who were enthusiastic about these great promotions. According to Samsung, the pop-up stands led to increased sales and pre-orders of the new products compared to other locations without such promotion. A resounding success for the company. As a result, Cheil and Samsung continue planning and implementing extensive brand experiences and media campaigns together with URW. In fact, the next Samsung brand experience is already confirmed and scheduled and will take place at the Westfield Shopping Süd in August. URW centres simply offer the ideal platform for interactive events, eye-catching promotions and pop-up stores.