Background & Objectives
Galaxy AI Innovations Showcase
In Feb 2024 Samsung took over Outernet London to showcase its latest Galaxy AI innovations. The technology giant will be showcasing its branding across Outernet’s unique and vast screen canvas through to 2025.
3D visuals
Understand effectiveness of 3D vs 2D
State-of-the-art technology
An epic canvass of 360 degree 8K interactive screens
Prime location
High footfall area next to Tottenham Court Road station
The Solution
High impact visuals and 3D
The Outernet campaign, created by Samsung’s in-house agency Cheil, featured images of the newly launched Samsung S24 smartphone alongside the announcement that “Galaxy AI is here”.
4 different creatives were shown, each for 30 seconds in a 1-in-6 rotation with other brands.
Three in four recalled that the creative was advertising the Galaxy S24 range, most of whom correctly identified the S24 Ultra specifically.
Results
Impressive cut through
According to research by 2CV all Samsung creative at Outernet cut through strongly with almost all recognising the ‘Samsung’ brand (96%) with a high recall of the S24 phone specifically (76%).
With specific regards to the 3D, creative visitors found it ‘eye catching’, ‘cool’ and talked more around the visuals themselves that were displayed.
Overall, 2CV found the Samsung Outernet campaign successful in communicating the key features of the new Samsung phone (particularly AI) with both the 3D and 2D ads having a positive impact on core brand metrics and consideration.
Brand recall
96% brand recall
Positive impact
Core brand metrics and consideration
Research
Campaign evaluation by 2CV
“Securing a long-term partnership with one of the most innovative out-of-home sites in the UK represents the ethos of Samsung UK as pioneering innovators of technology.”
Annika Bizon, Samsung Marketing and Omnichannel Director