Objectives

In preparation for the launch of the Samsung Galaxy Z Series, we were briefed on creating a specialty pop-up that would generate awareness and drive enquiry via Telstra stores. Telstra and Samsung wanted to reach customers like never before with an attractive Galaxy Z Series offer on a Telstra plan. The overall key objective of the campaign was to engage customers and generate pre-sale orders for the new Samsung phone via Telstra stores.

Engagement with the campaign was measured through the following metrics.
- Impressions, over the campaign period.
- Unique visitors to the specialty pop-up stores.
- Product interactions.

Some challenges identified and addressed during this campaign were:

1. Seamlessly presenting both the Telstra and Samsung brands in one space, taking into account each brand's guidelines and requirements.

2. Working within a short timeframe with significant COVID disruption. The campaign was briefed the week prior to
Sydney’s lockdowns, considerably impacting suitable locations. Timing of the pop-up launch was critical to ensure alignment with the campaign pre-sale period.

3. Creating an experiential pop-up store that took into account COVIDsafe requirements, with consideration given to
the flow of traffic, social distancing and creating partitioning within the space.

The pop-up stores were to installed in several retail precincts nationally and in various sizes, however, needed to maintain a consistent look, feel and user experience regardless of the pop-up size or location. Consideration was also to be given to the ability to reuse and repurpose elements of the store for future campaigns.
 

How were the objectives met?

On show for three weeks in selected Westfield shopping centres, the specialty pop-up stores allowed shoppers to visualise the features and ‘flip-motion’ of the Samsung Galaxy Z Series, providing a unique opportunity to see the product up close prior to the official product launch period.

In what was very much a collective effort that required close and constant communication with both Telstra and Samsung, we successfully integrated the design requirements of both brands to deliver a seamless specialty store. The effectiveness of this design not only satisfied the objectives of the client but also overcame the challenges associated with timing, materials, manufacturing and technology.

Three custom pop-up stores were designed and constructed in different configurations, with all of the stores exceeding engagement objectives set by the client:

- 960,000 impressions were delivered over the six-week campaign period.
- 2,304 unique visitors to the pop-up stores.
- 3,548 product interactions.

The pop-up stores provided an integral addition to activity that would have otherwise been restricted to the Telstra retail stores. Utilising the pop-up space enabled the client to extend their footprint - achieving greater exposure and engagement. Brand ambassadors answered enquiries and directed shoppers to the Telstra store to pre-order a device and receive a bonus Samsung TV.

Overall, these unique pop-up spaces provided our client with the ability to extend their footprint and generate greater enquiry and purchase opportunities outside of the traditional retail store setting.

Location: Miranda, NSW, Australia

Submitter: DisplayWise & Cheil

Yes