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August 23, 2008

Samsung tours shopping centres to promote new handset

Six weeks of experiential activity by Samsung to promote its new Tocco touchscreen phone is drawing to a close with reports of positive reactions from the general public.

The campaign kicked off on 24 July with a one-day event at the technology company’s UK headquarters, and continued with two-day stints at in high-footfall areas at major shopping centres, including the Oracle Reading, the Bullring Birmingham, Bluewater in Kent and the Arndale Manchester. It will end at Lakeside in Essex on 31 August.

The aim of the live activity, which was run by experiential marketing agency TRO, was to boost awareness of the Tocco and drive people to retail stores. It was designed to reflect Samsung’s current above-the-line activity for the phone.

Promotional units highlighting the Please Touch message, invited people to touch one of six built-in handsets for their chance to win a Samsung Tocco or a subscription to T3 gadget magazine. By doing so, they were experiencing the handset’s functionality – specifically its drag-and-drop facility.

A bespoke Java game installed in the handsets led consumers to answer three questions about the Tocco. Correct answers generated a request for the customer’s mobile number, after which they were sent a code via text, driving them to the nearest Samsung phone store.

Once in store, the customer’s code was punched into a PC, which revealed whether they had won a prize. The instant win at each location was an annual T3 subscription, and on each of the promotional days one customer won a Samsung Tocco.

“This was the fist time we had used more technological applications for the competition mechanic,” said Samsung’s channel marketing manager Georgina Grantham. “The Java game on the handsets and the Samsung Q1 Ultra tablet PC within the stores underpinned the Tocco’s sophisticated technology, and also provided the opportunity to demonstrate Samsung’s wider product portfolio.”

Commenting on the campaign, TRO account manager James Hilken said: “Customers’ use of the in-store Ultra PCs also provided an instant data capture facility. Consumer response has been very positive, giving us a high number of competition entrants and converting to good sales figures.”

As an added in-store incentive, those people who went on to purchase a Tocco phone on the promotional days received a free Samsung digital photo frame.

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