Samsung • Galaxy Graffiti
2020 • Smartphone • United Kingdom, Spain, Japan • Global
Samsung did Galaxy Graffiti using the power of a Samsung Smartphone.
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The big idea of the Galaxy Graffiti campaign was to create an engaging and interactive experience for customers at Samsung's retail store in Kings Cross, London. The campaign aimed to incorporate local culture, particularly the street art and graffiti scene, with Samsung's technology, allowing users to become street artists using Samsung smartphones and custom-made phone cases.
The goal was to create a brand new digital culture centered around the historic yet iconic location of Kings Cross, while showcasing Samsung's cutting-edge technology and fostering a sense of community and creativity.
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The challenge of the Galaxy Graffiti campaign was to create a unique and engaging digital experience in Samsung's brand new retail store at Kings Cross, while also incorporating aspects of the local street culture. The goal was to showcase Samsung's technology in a way that would resonate with the community and encourage creativity without the issues of vandalism.
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The target group of the Galaxy Graffiti campaign was primarily the customers visiting Samsung's brand showcase at Kings Cross, Coal Drops Yard in London. However, the campaign aimed to engage people of all ages and backgrounds who have an interest in street culture, graffiti, and digital technology. The campaign also aimed to attract potential customers who may be intrigued by the concept and want to visit the Samsung store to experience Galaxy Graffiti.
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The results of the Galaxy Graffiti campaign were highly successful. It not only engaged people in London but also gained popularity worldwide. By incorporating local street culture with Samsung's technology, the campaign was able to create a brand new digital culture centred around the historic and iconic location of Kings Cross, Coal Drops Yard.
The collaboration with local graffiti artists was well-received and helped to reflect the local culture. The intuitive design and features of the interactive experience allowed users to easily create their own street art using Samsung's mobile technology.
The customized 3D printed phone cases blurred the lines between digital and real graffiti, further enhancing the experience. The campaign embraced communities and opened doors to new possibilities with Samsung technology, showcasing the brand's commitment to innovation and creativity.
Overall, the campaign successfully showcased the power of Samsung smartphones and the limitless possibilities of digital art.
