Data-driven, CX agency Cheil has teamed up with Samsung Australia for the unveiling of Samsung’s latest Galaxy Z Series, the Galaxy Z Fold4 and Galaxy Z Flip4, at one of Australia’s busiest shopping centres, The GPT Group’s Melbourne Central.
The ‘Unfold your world’ takeover, which consists of a 64sqm pop-up store in the center of the iconic Shot Tower Square opened to a large spectator audience during Thursday’s busy late night shopping. The experience is designed to help shoppers explore the new features of the very latest in smartphone technology and poses the question to visitors, ‘Do you Flip or do you Fold?’
Oran Weldrick, head of retail experience & operations at Samsung Electronics Australia, said: “We are delighted to return to one of Melbourne’s most iconic landmarks, Shot Tower Square in Melbourne Central, for the Samsung Galaxy pop-up following our long-standing partnership with the shopping centre over many years.
“The aim of the activation is not just to help build hype and awareness, but give visitors the opportunity to experience the Samsung Galaxy Z Series devices and accessories on a much deeper level.”
Mark Anderson, Managing Partner of Cheil Australia added: “We are beyond excited to partner such a strong pioneer and innovator in consumer technology once again, this time with the launch of their highly-anticipated Galaxy Z Fold4 and Galaxy Z Flip4. It was great to welcome so many people into the activation on launch day and to see such a positive response to these incredible new devices.
“Not only will visitors be able to get ‘hands-on’ with the devices themselves, we also have a dedicated team of Brand Ambassadors who will be offering 15-minute workshops and Masterclasses so visitors can truly understand just how good these devices really are and how easy they are to switch to, thanks to Samsung’s clever App, #Smartswitch.”
The pre-launch event, held on Thursday, August 11, had a dramatic launch moment to unveil the new pop-up, with a Kabuki drop, a significant (biodegradable) balloon drop and a projection light show on Shot Tower itself, along with music from the incredible DJ duo, Kinder.
If that wasn’t enough, visitors were even given a chance to win the new Galaxy Z Fold4 or Galaxy Z Flip4 amongst many other prizes on the night.
The Galaxy Z Series Pop-up in Melbourne Central will be open Monday-Sunday until September 21.
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]