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Samsung Omnia II

CLIENT: Samsung

PROJECT: Omnia II

INDUSTRY: Consumer Electronics

SERVICES: Display

OVERVIEW

Samsung wanted to create an extraordinary mobile phone launch program, which would introduce a new replica phone display each quarter to support a coordinated marketing effort. They wanted a retail display that would be interactive, impossible to miss and help them introduce new mobile phones and new features, on a regular basis.

CHALLENGE

Samsung required a digital display presentation that would allow for a real time demonstration of the functionality of a particular mobile phone, which would have to be regularly replaced by other Samsung phones. The program was global and Samsung required approximately 1000 units to be manufactured and distributed in North America, Europe and Asia. They required a solution that would allow displays to be up and running on key launch dates around the globe and to be easily changeable to the next phone.

Gorrie•Tchai Marketing International designed and manufactured the displays utilizing primarily vacuum formed plastic and metal. The roll out included distribution, installation and servicing at retail, globally.

RESULTS

Gorrie•Tchai Marketing International [GTMI] created a unique global display program that included the development of 10 types of mobile phones. The first digital display featured Samsung’s new Omnia II phone and included a new flat touch screen LCD computer for a real time demonstration of its touch screen functionality and applications.

GTMI also designed this display so that it can be constantly and easily updated. The actual computer screen stays in place, and GTMI simply removes the existing shell and replaces it with the shell of the new phone being promoted. The software replicating the new phone’s operations is provided by Samsung and is quickly uploaded and ready to showcase the attributes of the particular phone that is being featured.

Samsung is presently utilizing several of these displays to reinforce their commitment to the Vancouver Olympics in a Bell Canada Road Show, which is visiting major cities and promoting the Olympics, as well as at selected Bell retailers across the county. This extraordinary display fulfilled the demands for outstanding POP – it commanded more in-store attention, it drove more traffic to the store, and demonstrated the value of additional applications As a result, it enabled significant up-sell and profit for the retailer, in this case, Bell Canada.