Undercurrent creates experiential installation for Samsung

Following the launch campaign of the Samsung Galaxy S4 in April, agency Undercurrent has returned to Selfridges in London with a consumer-focused experiential strategy.

The Samsung installation in Selfridges
The Samsung installation in Selfridges

The high-tech installation was built in Selfridges’ Tech Hall last week, after the Undercurrent team was briefed to focus on four of the Samsung Galaxy S4’s unique selling points (USPs).

Damian Clarke, director at Undercurrent, told Event: "This is different to our previous work with Samsung. This is much more structured and we are now looking at the USPs of the phone."

He went on to explain that the installation was designed around the Group Play, Drama Shot, S-Health and S-Translate features on the phone. For each of the features, Undercurrent designed a way to showcase it to consumers.

Group Play digital tree

"Drama Shot takes a series of pictures and stitches them together – almost like a stop-motion picture," said Clarke.

"The best way of looking at it is if someone is running along, or on a horse, for example, so we kept it simple and have got a series of steps and an old-school slinky.

"You then get one picture that looks really strong and there’s great interaction because you get kids and their parents all playing with it."

To showcase Group Play, where up to ten S4 handsets can play the same track at the same time, Undercurrent designed a ‘tree’ of phones to demonstrate the capacity for the handsets to create a stereo sound.

The S-Health and S-Translate features are based on the concept of convergence, meaning that what you do on your phone or tablet can be transmitted on to a big screen using wireless technology.

Brand ambassadors will be demonstrating all of the features to consumers on the shop floor for a six-week period.

Nurgis Miah, channel marketing manager for Samsung Electronics, said: "We are happy to be working with Undercurrent again and are delighted with the creative installation they have produced in conjunction with Selfridges."

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