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Running for eight weeks between 23 August and 4 October, the tour will be visiting high-footfall shopping centres such as Westfield White City to target the family market, as well as university towns such as Leeds, Sheffield and Liverpool for their student population.
The campaign centres around an 11-metre, branded double-decker bus complete with a bespoke installation, with the entire activation covering 144 square metres. It features a playground including a seesaw, roundabout and bike, which use kinetic energy to charge visitors’ mobile phones.
Water and sand areas demonstrate Samsung’s IP67 phone’s water- and dust-resistant capabilities, while an on-board photobooth is connected to social networks to promote the mobile phone manufacturer’s connected device strategy. Brand ambassadors will be working alongside staff from Vodafone to interact with guests at the activation.
Damian Clarke, managing director at Undercurrent, said: "We are delighted to be continuing our work with Samsung through the Vodafone channel. This campaign’s key performance indicators include both an increase in specific deal sales and a focus on Samsung's core product messaging."
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