Samsung  is showing off the visual capabilities of its new Galaxy Tab S with a global out-of-home colour design display on digital out-of-home screens across six major cities: Amsterdam, London, Milan, New York, Singapore and Toronto.
The displays use the same technologies as its tablet with the aim of getting an emotional response from people passing by. The interactive designs, called ‘Colour Therapy’ are customized for each region, changing colours and shapes in close to 150 ways based on the weather and moving like a screensaver.
The New York board, the first up, uses ink to represent the flow of the city. The London installation mimics the moment when raindrops hit the ground. The displays also trend to cool tones when the weather is hot or dry and warm tones when the weather is cold or wet – rather opposite to the usual. The campaign is basically about the use of colour, how it can affect people emotionally, and how the Galaxy Tab S can bring all these emotions to life.
Apparently Samsung has been experimenting with out-of-home strategies that take interactive and cultural approaches for the past year, since Cheil, the agency behind the push, began developing the idea.
Hyewon Oh, vice-president creative group, Cheil Worldwide, said, “I wished to try a new, intriguing way to communicate with people that pass by the landmarks. I always thought that if I can see some colours, I can get some kind of feeling. If I use the Galaxy Tab S, I can show the colours more.”
Marcos Lutyens, intermedia artist, designed the displays. To create the graphics, the campaign employed colours from the Galaxy Tab S’s spectrum. The displays are accompanied by music from artist Yuval Ron.
Samsung will be pushing Galaxy Tab until September. The campaign includes in-store retail signage and a microsite, which feature six colour therapies and personalized treatments based on users’ moods. Other support comes from three additional TV spots, several digital shorts, and partnerships with entertainment brands.
“We are aiming to showcase the deep connection that colours have to our emotional state and experiences,” said Heesun Kim, vice-president global marketing, IT & Mobile Communications Division at Samsung Electronics. “We hope that passersby feel this connection and experience the way that Samsung provides users with the optimal visual experience through the Galaxy Tab S.”
In a rather interesting twist, the screens are only branded with the company logo, and not the product they’re designed to advertise, but Samsung believes that the campaign will sell tablets.