An interactive exploration through a botanical maze. This doesn’t only sound cool, it is. Among all the flowers and plants in the maze, visitors could learn about the brand-new Samsung Galaxy S23 through augmented reality.
THE CHALLENGE
Increase brand love and create buzz to arouse the curiosity of the target group. All in line with Samsung's promise: life opens with Galaxy. The target group, Gen Z, is a curious generation that is constantly looking for Instagrammable experiences. A simple activation where you can briefly hold and feel the phone was therefore not enough.
APPROACH
The latest Samsung S23 series is inspired by nature with its soft colors and an improved camera. After all, there is always more to discover in botanical gardens than you expect on forehand, just like a brand-new phone. With the botanical gardens theme and the quality of the camera in mind, we developed an eye-catcher that attracted attention throughout the Netherlands and Belgium.
A feast for the eye, accessible to everyone and absolutely Instagrammable. Using augmented reality add-ons, visitors imagined their way through the maze in search of all the features of the latest Galaxy S23. Did you manage to discover all five features? Then there were crazy prizes waiting for you outside!
RESULTS
With more than 7,500 visitors in the Netherlands and Belgium, awesome content and hundreds of prizes given away The Maze was an absolute success. With gamification and Snapchat we were able to add an extra game element to this botanical experience which was good for high engagement among a younger audience. Visitors could use their smartphones to discover hidden specs of the Galaxy S23 at specially marked points. Found the exit of the maze? By answering a series of questions about everything discovered in the maze, visitors could win special Samsung prizes. An impressive 41% of the audience had a more positive look towards Samsung after they visited the maze.
Fun fact: many non-Samsung users visited the maze, played the game, and went home with Samsung gifts!
