SAMSUNG KX GALAXY AI Rooftop Experiance

63% of consumers seek brands that can provide multisensory moments, and 61% long for brands that can ignite intense emotions. This means that as brands, we need to be cultivating more immersive brand experiences for better retention and generation of in-store shoppers.

This past week while in London, I had the best chance encounter with the Samsung KX, Galaxy AI rooftop brand activation experience, at the coal yards in Kings Cross. Each part of this uniquely planned space told a different part of a story I’d title “Your day enhanced by galaxy AI”. The tv screens, hooked up to exercise machines, the living room filled with sound, light and powerful imagery. Moving across to the kitchen, I can see exactly what’s in the fridge. Then have the galaxy AI dream up my ideal breakfast while I race against the clock to get the rest of the morning going. 

Multisensory To give consumers the in store shopping experience they are craving, Samsung were able to plan out each section of their immersive experience, making sure each “room” had a central focus on different senses. To incorporate sound, there were multiple speakers allowing Alexa to narrate you through the kitchen, living room and workout space. Light played a major role in the workout zone that pulled me in with flashing colours. That zone also displayed your heart rate on screen, activating the sense of touch. When your consumers’ senses are being stimulated through your experience, they have a much higher chance of remembering your brand.

Here’s some of those wins:

• Live events of all kinds 

• Alexa led narration

• Interactive tv

• Exercise bicycle heart rate screen display 

• Product demo tables

Exclusivity

Scarcity bias is strong in humans and what better place to appeal to that, than a multi-room experience in a bustling city. Even though I stumbled upon this one, I then found out it was the only one in the UK. My excitement only grew when I found out I could get a free personalised phone or bud case for my samsung galaxy phone, talk about rewarding brand loyalty! Then top that off with events held inside the main space to physically connect with their customer base, e.g. yoga sessions, networking events. When a customer is rewarded for their loyalty they are motivated to continue investing in your brand. 

Ways Samsung made this experience exclusive:

• Free personalised phone/earbud case

• Support lounge to bring your device to

• Exclusive events held inside Samsung KX

• Collaborative hot desks and cafe

Support

When a consumer chooses to buy into a brand, they want to know they’re going to be looked after. This is even stronger if your branding has spoken to them in terms of values and your mission statement. “Supporting people to be their best [On the basis of human resources & technologies]” - this is the mission of Samsung, which was tangible from the moment I walked in the front door. I was warmly welcomed, with the support lounge pointed out to me, once my samsung galaxy phone was noticed. Providing on the spot services was a stand out difference to other tech brand activations. Customers that are cared for will in turn advocate for your brand.

How Samsung supported visitors:

• KX store qualified technicians

• Video support call

• Samsung air dresser (staff will have your coat sanitised while you explore!)

Gamification

Another important feature of this immersive experience was the amount of products available to play with. The gaming bus is an excellent example of gamification in marketing, as you’re giving consideration-phase consumers the chance to start growing an emotional connection to your product. The same effect was evident while watching people engage with the exercise bikes, then checking their health stats on the watches they enjoyed powering up on the screen. The neural process of playing games makes us want to succeed and learn more, it's innate and the effects mean you keep customers interested in the evolution of your brand and products.

Gamified features: 

• Gaming bus (free to play)

• Multiple product testing areas

• Workout bike heart rate watch station

Time to plan your own immersive experience?

If you love what you’ve read above, and think this is the next step for your business, contact us today. Let us get started on crafting an informed and tailored immersive brand activation experience for you, to give your visitors a one of a kind interaction with your brand to remember.