The Unclosable Store
Samsung
Issue 62 | March 2022
Agency
CHEP Network
Creative Team
Chief Creative Officer Gavin McLeod Executive Creative Director Justin Ruben Creative Directors Richard Shaw, Jeremy Hogg, Cam Dowsett, Mark Tallis Senior Art Director Will Winter-Irving Senior Copywriter Joe Ranallo
Production Team
Production Partner Vandal
Date
November 2021
Background
In November 2021, Samsung started to renovate their Sydney Experience store.
Trouble was, they were closing down at the very moment Sydney was opening back up from the pandemic. The brief, therefore, was to draw attention to the Parramatta store while it was being renovated and give shoppers a way to engage with Samsung and be aware of the reopening date.
Idea
The cladding outside the store was turned into an interactive experience, giving people a way to interact with the brand and its products. A 15 x 15 mosaic wall was made out of hundreds of completely unique QR codes which had people glued to the wall, scanning them to unlock games, fashion, music and prizes. Not only that, but the codes also unlocked augmented reality product demos and walkthroughs as well as software that turned iOS devices into the Samsung OS for them to trial.
Results
The wall was a huge success. There was 279% more engagement with it than there had been footfall before the renovations.
The wall was scanned a total of 11,498 times, with 2,945 people experiencing Samsung devices in Augmented Reality.
Every prize hidden on the wall was found.
Most importantly, 57% of people who engaged with the wall were on an iOS device, proving you don’t need to be open to steal foot traffic from your biggest competitor.
Our Thoughts
Finally the QR code has come of age.
According to Adworld, in January 2020, pre-Covid, only 11% of adults scanned a QR code monthly. That has more than doubled. Interestingly, the research suggests that scanners tend to be younger and more up-market. Everything Samsung would want in a customer.
Because Australians got used to accessing menus, travel timetables and government information through QR codes, scanning a wall didn’t seem such a weird thing to do after 18 months of lockdown. As always, CHEP Network knows the right thing to do at the right time to attract the right people.