Samsung’s Galaxy Note9 campaign fused digital Out of Home with interactive web editing to showcase creativity, archived in Clapboard’s global ad archive.

Electronics

Galaxy Note9 Digital Out of Home & Web Fusion Campaign - Samsung | Clapboard Ad Archive

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Galaxy Note9 Digital Out of Home & Web Fusion Campaign - Samsung | Clapboard Ad Archive

Samsung’s Galaxy Note9 Digital Out of Home & Web Fusion Campaign, crafted by agency Ten for the Croatian market in 2018, exemplifies a forward-thinking integration of physical and digital touchpoints within the electronics category. This campaign leveraged a network of ten strategically positioned digital Out of Home (OOH) screens that served as interactive gateways, inviting passersby to capture and edit their own photos using digital tools that mirrored the Galaxy Note9’s S Pen capabilities. The seamless fusion of these OOH touchpoints with a dedicated online platform offered a hands-on demonstration of the device’s advanced creative functions, empowering consumers to experience the Note9’s artistic potential firsthand rather than simply observe it. This approach aligns squarely with Clapboard’s FORMAT#1 Demonstration—showcasing product features through direct user interaction and real-world application. By transforming traditionally passive outdoor media into an active creative playground, the campaign redefined how technology brands can engage audiences through experiential storytelling that highlights utility and innovation. The inclusion of a competition, which rewarded the most compelling user-edited photograph with a Galaxy Note9, further amplified engagement and incentivized deeper interaction with the brand’s core offering. Samsung’s collaboration with Ten demonstrated a sophisticated understanding of integrated marketing communications, uniting environmental advertising with personal digital experiences to forge a memorable, immersive consumer journey. The campaign’s visual and functional vibrancy underlined Samsung’s commitment to positioning the Galaxy Note9 not merely as a smartphone but as a versatile creative tool, reinforcing the brand’s leadership in mobile innovation. Clapboard rates this campaign 64/100 in its global creative archive. This campaign matters to the industry because it shows how blending digital out-of-home media with interactive online platforms can elevate consumer participation and redefine product demonstration in technology marketing.

Credits

Client

Samsung

Agency

Ten, Zagreb, Croatia / Go2Digital

The Samsung Galaxy Note9 Digital Out of Home & Web Fusion Campaign in Croatia leveraged an integrated approach combining digital outdoor advertising with an interactive online platform to demonstrate the device’s unique creative capabilities, particularly the S Pen’s artistic functionality. The brand proposition centered on empowering users to unlock their creativity through technology, positioning the Galaxy Note9 not merely as a smartphone but as a tool for artistic expression and personalized digital interaction. By inviting consumers to engage directly with the campaign—capturing and editing their own photos mimicking the Note9’s features—the campaign emphasized Samsung’s commitment to innovation and user-centric design, fostering an experiential connection that transcended traditional advertising. The market strategy was grounded in a creative fusion of physical and digital touchpoints, targeting tech-savvy individuals interested in creative self-expression and interactive experiences. The use of ten strategically placed digital OOH screens provided high visibility and engagement opportunities in public spaces, while the seamless web platform extended interaction into private, user-controlled digital environments. This dual-channel approach capitalized on consumer curiosity and desire for participation, effectively bridging outdoor media with personalized online activity. The competitive element, offering a Galaxy Note9 as a prize for the best-edited photo, incentivized deeper involvement and sustained attention. The campaign insight recognized the increasing consumer expectation for immersive, hands-on brand experiences that highlight product utility in relevant, creative contexts. This strategic blend of storytelling and user empowerment showcased Samsung’s ability to merge technology with artistry, reinforcing brand differentiation within the competitive electronics market.

FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits. This campaign most closely fits the Demonstration format as it centers on the interactive use of the Galaxy Note9’s S Pen and device features, inviting users to directly experience photo capturing and editing, just as they would on the phone itself. Rather than centering around a narrative arc or symbolic representation, the campaign’s core device is hands-on participation and real-life application of the product’s creative capabilities, vividly showcasing the Note9's unique functions in a real-world context. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Apple – Market Positioning Apple positions itself as a premium technology brand emphasizing seamless ecosystem integration, elegant design, and user-friendly interfaces. Its focus on innovation, security, and high-quality hardware-software synergy appeals to consumers seeking reliability and status alongside cutting-edge features. 2. Huawei – Market Positioning Huawei differentiates by offering high-spec smartphones with advanced camera technology and competitive pricing. Its strategic focus on innovation, particularly in AI and 5G, targets tech-savvy customers in emerging and established markets seeking value without compromising on performance. 3. Xiaomi – Market Positioning Xiaomi is known for delivering feature-rich, affordable devices that blend quality and innovation. It utilizes a direct-to-consumer sales model and online engagement to build a loyal community, positioning itself as a disruptor that democratizes advanced technology for the masses. 4. Sony – Market Positioning Sony leverages its expertise in imaging and entertainment to position its smartphones as multimedia powerhouses. With a focus on superior camera performance, display quality, and integration with its broader electronics ecosystem, Sony appeals to users desiring premium audiovisual experiences. 5. OnePlus – Market Positioning OnePlus markets itself as a “flagship killer” by offering high-end smartphones with flagship specifications at relatively lower prices. It emphasizes fast performance, clean software (OxygenOS), and community-driven innovation, targeting tech enthusiasts who demand quality and speed without premium costs.

Q: What is Galaxy Note9 Digital Out of Home & Web Fusion Campaign about? A: The Galaxy Note9 Digital Out of Home & Web Fusion Campaign was created by the agency Ten for Samsung and launched in Croatia in 2018. This professional campaign combined digital Out of Home (OOH) advertising with an interactive web platform to highlight the Galaxy Note9’s S Pen and its creative capabilities. By placing ten digital OOH screens in strategic locations, the campaign invited users to capture and digitally edit their own photos online, mirroring the device’s features. This fusion of physical and digital touchpoints encouraged active participation and showcased Samsung’s innovation in technology and artistic expression. Q: What creative device does Galaxy Note9 Digital Out of Home & Web Fusion Campaign use? A: According to Clapboard’s 12-format taxonomy, the Galaxy Note9 Digital Out of Home & Web Fusion Campaign fits the Demonstration format. This format directly shows how a product works and highlights its benefits by inviting users to engage hands-on with the Galaxy Note9’s S Pen and photo editing features. The campaign’s core creative device is experiential participation, allowing audiences to interact with the product’s capabilities in real time rather than relying on narrative storytelling or symbolic imagery. Q: What is the campaign proposition for Galaxy Note9 Digital Out of Home & Web Fusion Campaign? A: The campaign proposition centers on empowering users to unlock their creativity through Samsung’s Galaxy Note9, positioning the device as more than a smartphone but as a tool for artistic expression and personalized digital interaction. Targeting tech-savvy individuals interested in creative self-expression, the campaign combines digital outdoor advertising with an interactive online platform to demonstrate the S Pen’s unique artistic functionality. This approach fosters a hands-on connection with the product, emphasizing Samsung’s commitment to innovation and user-centric design within the competitive electronics market. Q: How does Galaxy Note9 Digital Out of Home & Web Fusion Campaign rank in Clapboard's archive? A: The Galaxy Note9 Digital Out of Home & Web Fusion Campaign holds a Clapboard Campaign Score of 64/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in demonstrating product features through an integrated and interactive approach. Q: Who are the competitors in Samsung's category? A: Samsung competes with several key brands in the electronics and smartphone market. Apple positions itself as a premium technology brand focused on seamless ecosystem integration, elegant design, and user-friendly interfaces. Huawei differentiates by offering high-spec smartphones with advanced camera technology and competitive pricing, targeting tech-savvy customers. Xiaomi delivers feature-rich, affordable devices through a direct-to-consumer model, democratizing advanced technology. Sony leverages its expertise in imaging and entertainment to appeal to multimedia enthusiasts. OnePlus markets itself as a flagship killer, offering high-end specifications at lower prices with a focus on fast performance and community-driven innovation.