Samsung, Ocean Outdoor and Orb Amsterdam launched an innovative AR treasure hunt at Westfield Mall of the Netherlands. The campaign brought together digital creativity, technology and location experience, putting the Galaxy Fold7 literally and figuratively in the spotlight.

An interactive quest
Visitors were invited to collect two virtual feature cards via the Ocean totems and large-format LED screens. Using their smartphones, participants could discover the AR points in the Mall and experience the most important features of the Galaxy Fold7.

Those who completed the two cards were directed to Central Plaza. There, a life-size Fold7 appeared in augmented reality: an impressive moment that spectacularly demonstrated the power of the new smartphone.

From AR to the shop floor
The experience ended at the Samsung Experience Store, where visitors had the chance to win prizes, including the new Galaxy Fold7. All participants also received free Galaxy Buds3 and a 20% discount on selected items. In this way, the digital experience was seamlessly linked to shop visits and sales.

Smart combination of media and activation
In addition to the treasure hunt, several videos were used to preview the experience. By integrating the Galaxy Fold7 in 3D, people were encouraged to come to Westfield Mall of the Netherlands and participate themselves.

Clear results
The activation attracted thousands of participants and produced remarkable results:

• • 3,000 visitors took part in the promotion at Westfield
  • 246% traffic increase YoY in the same week
  • 36% sales increase YoY in the same week

With the AR treasure hunt, Samsung proved that digital innovation and physical retail experience reinforce each other. For Ocean Outdoor, this is a textbook example of how DOOH and AR technology take the brand experience to the next level.