Samsung launches brand takeover of Harrods


In a retail first, Samsung‘s latest campaign developed with the marketing company under the Samsung group (Cheil), will put it centre stage in upmarket department store Harrods. The activity will see Samsung dominate the majority of the retailer‘s window displays. Before this, the shopping emporium has not let a technology brand take over the whole store.

Samsung‘s “Experience Innovation at Harrods” campaign has been designed to showcase and generate awareness for a range of electronics products including Samsung‘s latest innovative SUHD TVs, domestic appliances such as the WW9000 washing machine and Chef Collection oven, as well as two ground breaking smartphones, the Samsung Galaxy S6 and Galaxy S6 edge.

For three weeks, up until 24 April, Samsung will take over two sides of the British retailer‘s storefront, including three adjoining windows facing Brompton Road that will be turned into an exhibition space – directly accessible from the street.

Samsung branding will feature on signage throughout the store including vinyl posters, lobby wraps and digital screens. There will also be a brand takeover of the digital space incorporated within the Egyptian Escalator network.

In-store activity is being supported by Samsung branding on the Harrods website and advertisements in the April issue of Harrods Magazine.

From tomorrow, Harrods customers will have the chance to purchase one of a limited number of Samsung‘s Platinum Gold Galaxy S6 edge limited edition bundles including the Galaxy S6 Platinum Gold 128GB smartphone, a Platinum Gold flip cover and a wireless charger. Each Harrods customer will be able to have their new phone engraved, with the limited-edition bundle presented in a Harrods-branded box.

The installation took place during the Easter bank-holiday weekend and the brand takeover will be complemented by an exhibition in a gallery space on the Second Floor of Harrods. This will demonstrate innovation in technology and the changes that have been made during the past 25 years, showcasing a range of Samsung products.

Cheil UK, in collaboration with MDLab, developed and delivered the Samsung brand experience across all visitor touch points – spanning creative concepts, window programmes and the display design for the Brompton Street windows.

Ines van Gennip, Marketing Director, IT and Mobile Division, Samsung UK & Ireland, said: “Samsung prides itself on the quality and innovation of its products, and is constantly striving to match this with new ways of communicating with consumers. Samsung knows that Experience is the new form of Luxury, and working with Harrods for this brand takeover was a fantastic way to capture the minds of shoppers.”

Peter Martin, Managing Partner, UK Head of Retail Experience, Cheil UK, added: “Harrods is known by, and attracts, shoppers from across the world. This presents a fantastic opportunity to put Samsung in the minds of shoppers at a time when they are open to the retail environment and to brand messaging.”

The Experience reaffirms tech‘s push into the luxury space.


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