Central to the brand experience was a black double-decker bus, which featured a phone charging area, trampoline and chill out zone.
There was also a DJ on hand to provide entertainment at various times throughout the day, as well as an interactive photobooth for festival-goers to engage with.
The Galaxy S6 and S6 Edge models were on show inside the bus, enabling visitors to test out the functionalities of Samsung’s latest product offerings.
On the Sunday (30 August) both Samsung and Vodafone were involved in creating a 2,000 person smiley face within Fatboy Slim’s Smile High Club. Footage of the stunt is to be released in due course.
Undercurrent was responsible for the creative, delivery and stakeholder management of the activation, and is also working with the brands on a broader retail and online campaign.
Neville Close, group account director at Undercurrent, told Event: "We have just hit the halfway point of our fully integrated two-month retail campaign for the Samsung S6 and S6 Edge through Vodafone.
"Working in close partnership with Creamfields and Fat Boy Slim we have produced a retail lead proposition integrating experiential, video, digital and social activations and are seeing excellent customer interactions and sales increases."
Undercurrent also worked with Samsung and Vodafone to deliver an exclusive gig with Olly Murs, as well as a two-week training roadshow and pop-up for Samsung.
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