Project: DOOH and Social
Role: Design

Notes can be immensely personal and powerful. Whether you’re writing them to yourself or others, the connection formed between the writer and the reader, can inspire us and draw us closer together. We wanted to shine a light on this experience by bringing the power of notes to the nation. All of them written and powered by the reading and creative capabilities of the Galaxy Tab S9 series.

This cross-channel campaign ran through OOH, experiential, social, digital, and earned channels, all of which were built by a small team of designers including myself, the Head of Design and our motion designer. We designed a campaign that took over not only Europe’s biggest screen in Piccadilly Circus, but an additional 440 other advertising sites, from as far south as Brighton, to as far north as Edinburgh. And for anyone that missed the DOOH, social executions flooded the internet.

Alongside a two week long OOH campaign, we then worked with our client team to create assets for the Creative Station, a free interactive space in Waterloo Station allowing commuters to explore their creative side. There were workshops led by talent such as @NotesToStrangers, YouTuber Freya Nightingale, and author Nick Grimshaw. We also streamed ads on Rush Hour Crush which displayed in real-time at the pop-up.

You can watch the campaign film here.

There was reach of over 1.3 billion, and with a whopping 42,000+ visitors to the pop-up. The campaign also saw a +2.20% uplift in those who would choose the Galaxy Tab S9 over other brands. And in the first two weeks of the activation, Samsung achieved 3x – 3.5x higher than the forecasted Tab S9 sell-out rate. In the full campaign period, the sell-out rate for Tab S9 was 7% higher than the forecasted rate.