Samsung Electronics Australia has delivered a market-first brand experience with Westfield Sydney, marking the expansion of Galaxy AI, with the launch of the Samsung Galaxy Z Fold6 and Galaxy Flip6.
The partnership with Scentre Group BrandSpace aims to create an immersive retail brand experience with five 3D Enabled Creative SuperScreens, 59 SmartScreens, 27 Digital Directories, and branded prominence across building structures including columns/pillars, valet hoarding, concierge, escalators, staircases and 160 dining precinct tables.
Further extending across the wider shopping district surrounds, and in a market first partnership with QMS, Samsung has 120 panels across Pitt Street and the broader Sydney CBD.
Samsung Electronics Australia head of marketing for mobile experience, Jason Ridge said, “At Samsung, we strive to connect with our audiences via high-reach and high impact interactions. Like our market-leading commitment to AI, and the breath of opportunity our new Galaxy Z series, we aim for the brand partnership with Westfield and its scale to echo this sentiment. We’re excited to constantly push the boundaries of traditional marketing and look forward to driving hype and awareness of our latest Z Series range.”
Scentre Group BrandSpace’s Chris Bolling said, “We’re thrilled to partner with Samsung on a bold and dynamic campaign, which pushes the boundaries of OOH to command mass reach, while also plays with experiential to engage with Gen-MZ in a fun and unique way. We know Australian consumers are seeking engaging brand experiences, more than ever. Through this collaboration, we look forward to creating elevated in-store experiences for Westfield and Samsung customers.”
The new Samsung Galaxy Z Fold6 and Flip6 are each available for pre-order from 11 to 30 July on Samsung.com, as well as all major retail and telco partners.
The Samsung retail brand experience at Westfield Sydney is now live until 25 July, with an expected 1.16 million customer visits on average through the centre on any given fortnight.