Delivering an Immersive Black Friday Retail Experience.

Overview

Black Friday is one of Samsung's busiest retail periods, with multiple product categories and competing offers all vying for customer attention. The objective was to create an innovative in-store experience that would cut through the noise, increase engagement, and drive customer sign-ups while supporting sales.

Challenge

Working alongside a Black Friday campaign, the challenge was to create a standout retail activation that generated excitement, encouraged participation and captured valuable customer data. The experience needed to deliver measurable results while maintaining the Samsung brand experience across physical and digital touchpoints.

Solution

I developed a "Spin to Reveal" activation featuring a blacked-out prize wheel illuminated with UV black light. A concept not previously used in this format. Prize segments remained completely hidden until the wheel stopped, creating a moment of surprise and anticipation that encouraged customers to participate.

Entry required customers to sign up before spinning, seamlessly integrating CRM data capture into an engaging retail experience while reinforcing Samsung's innovative brand positioning.

Results

Generated high levels of participation across participating stores.
Created a memorable, innovative in-store experience that increased campaign awareness.
Successfully captured customer sign-ups, contributing to CRM growth.
Supported increased customer engagement and in-store sales.
Demonstrated the impact of experiential retail through a unique, first-of-its-kind activation.

Bringing it to life

Transforming strategy into creative across print, digital and motion, designed to connect with customers and consumers at every touchpoint.

Black Friday

Spin the Wheel

A physical, interactive installation designed to transform in-store footfall into engagement. The black-light reactive wheel revealed prizes only once spinning stopped, introducing suspense and elevating the experience beyond a standard promotion. This gamified approach encouraged participation while supporting data capture through a sign-up-first mechanic.

In Store Animation

A dynamic motion asset created to bring energy and visibility to the campaign within the retail space. The animation reinforced the core mechanic while highlighting key rewards, ensuring the activation remained front of mind throughout the customer journey. It added movement and atmosphere, increasing overall engagement in-store.

Digital Activation

A large-format digital placement designed to capture attention within a high-footfall retail environment. The creative was optimised for quick impact, delivering a clear and compelling message that directed audiences toward the nearby Samsung Experience Store. This acted as a key driver of top-of-funnel awareness.