Samsung and Jung von Matt/Limmat trigger hunting fever in Switzerland

The design of the new Samsung Galaxy S8 is a revolution in the smartphone industry. The state-of-the-art "Infinity Display" almost does without a frame and even without a physical home button. Thus, you can look at a photo taken on the new Samsung Galaxy S8 "without an edge" and held in front of the photographed object, it blends seamlessly into the background. This is a good opportunity for a large-scale game of hide-and-seek.

As part of the "Hide&Seek" campaign, Swiss citizens were able to go in search of 22 perfectly camouflaged smartphones throughout the country from May 3 to 14. Among the hiding places were spectacular destinations such as Lake Cauma in Flims, the natural rock arena "Creux du Van" in the Val de Travers or the favorite places of Swiss celebrities, from model Ronja Furrer to singer Seven and freeskier Fanny Smith. Via social media, WhatsApp and a microsite, searchers were able to obtain valuable tips on the hiding places. Whoever discovered the smartphone first was allowed to take it home with them.

https://www.youtube.com/watch?v=/dBSXxyBefo4

The aim of the campaign was to draw the attention of the Swiss population to the new Samsung smartphone and at the same time playfully highlight one of the numerous new features, namely the "Infinity Display". "Today, it's no longer enough to simply run a few TV commercials and put up posters. Consumers want to be involved and challenged. That's exactly what we've done with Hide&Seek made," says Dennis Lück, Chief Creative Officer at Jung von Matt/Limmat. "With Hide&Seek we not only wanted to make the Samsung Galaxy S8 accessible and well-known, but also to create a certain desire for the smartphone. Judging by the rush, we certainly succeeded," adds Heiko Brunner, Head of Marketing at Samsung Switzerland.

In fact, some stashes were literally overrun. Searchers stormed Samsung shop-in-shops all over Switzerland in the hope of getting their hands on a Samsung Galaxy S8. Another Samsung fan followed the VJ across Switzerland just to get clues about the next hiding place.

The "Hide&Seek" campaign was communicated via online and mobile banners, social media, influencer engagement, newsletters, advertorials, and partner channels. In addition to the physical "Hide&Seek," the microsite also featured a digital hiding place - a high-resolution search image with a well-hidden Galaxy S8. Three smartphones were raffled off among all finders. Another special feature of the microsite was the integration of a WhatsApp push channel. Anyone who registered online received the next tips conveniently on their cell phone via messaging service.

Responsible at Samsung: Fabian Fehr (Head of Marcom), Allan Haverman (Marcom Manager Mobile). Responsible at Jung von Matt/Limmat: Lorenz Clorman, Samuel Wicki (Creative Direction), Michelle Danilschenko (Art Direction), Ennio Cadau, Isabel Stenner (Text), Cyrill Lehmann, Johannes Leonhard, Sebastian Wohlrab (Web Development), Daniela Chiani (Media Relations & Content), Nicolas Renzen, Thomas Steiner, Sibylle von Fischer, Vanessa Zwinselman (Consulting), Bettina Beyeler, Fabrizio Rütishauser, Pepe Kägi (DTP), Dennis Lück (Chief Creative Officer). External partners: Marco Frei (VJ), Compresso (event agency), Oliver Nanzig (photography), Starcom Mediavest (media).