The16-day nationwide roadshow will kick off in April and will take messaging about the new phone to 80,000 customer prospects at eight key locations.
TRO designed the original concept and will produce the installations, manage staffing on the roadshow and conduct a full evaluation of the campaign afterwards.
The activity will centre around a large, three-dimensional model of the handset, from which an interactive hologram of the phone will be spinning and bursting with light projections. Consumers will be able to ‘touch' the hologram, which will automatically transform into a ‘text to win' message, bringing to life the campaign's above-the-line messaging ‘A Touch of Brilliance', highlighting the phone's ultra-bright screen.
Six phone plinths will also be placed strategically around the installation to encourage handset trials, and a team of brand ambassadors will distribute flyers during peak footfall hours to drive consumers to a custom-designed website, which carries further phone information and offers the chance to win a Tocco Ultra handset.
"The experiential activity... will enable us to reach and engage with the urban professionals and office workers who constitute our prime target market, and will perfectly complement our above-the-line campaign," said Samsung Mobile channel marketing manager Georgina Grantham.
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