Experiential campaign drives brand engagement

TRO has created an experiential campaign to raise awareness and encourage trial of the Samsung Jet mobile phone.

The campaign is said to have reached more than 450,000 customers and yielded 44,000 active engagements with the brand.

The activity was designed in line with Samsung's ATL Impatience is a Virtue campaign, and targeted socially active urbanites and techno-savvy professionals.

Running from mid-June through to early August, the roadshow visited locations in London (central, east and west), Bristol, Birmingham, Derby and Newcastle.

Its focal point was an open stand featuring various touch points.

The consumer experience highlighted the phone's ultra-fast capabilities, with the aim of engaging and ultimately encouraging sales.

Consumers were able to interact face-to-face with a brand ambassador or with the Samsung Jet handset on a series of plinths.

The chance to win a Jet handset was offered daily through a Batak wall game and a Java-based game via the handsets on the stand.

This is said to have boosted participation and data capture.

Flyers distributed by brand ambassadors featured a dedicated website and carried a gift-with-purchase mechanic to drive footfall to neighbouring retail outlets and online.

The 100,000 flyers prompted 3,750 competition entries.

TRO applied its own internally-developed evaluation system to measure the campaign's effectiveness.

The results were said to be higher than would have normally been predicted from this type of experiential activity.

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