Samsung embraces augmented reality in latest Galaxy device marketing

Samsung Electronics has adopted shoppable augmented reality (AR) as part of its latest marketing efforts to launch new Galaxy devices.  

The consumer technology giant this week launched a new AR-based campaign on Snapchat to support the release of its latest Galaxy Z Flip3 5G, Galaxy Watch4 and Galaxy Buds2 devices. Branded an Australian first, the campaign combines Snap’s AR try-on feature with a new AR ear and wrist tracking technology, allowing users to view and virtually try on the new smartphone, watch and earphone devices.  

As well as the immersive digital experience, consumers are able to purchase the devices via a shopping button directly in-app.  

Samsung Electronics head of brand marketing for mobile, Hayley Walton, said the company had already seen traction and success working with Snapchat, particularly when targeting hard-to-reach Gen Z and millennial audiences.  

“We know there’s a real ‘see to believe’ wow factor with our devices. Snapchat’s AR capabilities help us bring the physical try-on experience to the digital world using the power of AR,” she stated. “This is particularly exciting during a time when many people aren’t able to access a physical store to experience the devices in real life.”    

Snap Australia head of client partnerships, Clare Nash, said the Samsung campaign was an example of going beyond reaching the social media platform’s 13-24-year-old sweet spot consumer and encouraging conversion.  

“AR shopping and try-on represents the future of retail here in Australia and globally. We’re delighted to be helping brands like Samsung create a fully immersive digital shopping experience, from product introduction and trial through to purchase, that can be accessed anywhere via the Snapchat camera,” she said.  

The campaign launches nationally on Snapchat on 14 September and was supported by media agency, CHEP Media.  

Other Australian brands to have recently employed augmented reality with Snap campaigns include fitness app, Sweat, which tapped 3D full body tracking technology to set a fresh social fitness challenge for consumers; as well as Big W, which harnessed AR to animate its toy catalogue.

Virtual reality technology has also been recently adopted by eyewear retailer, Bailey Nelson, as a mechanism to encourage consumers to try on and purchase glasses online. The company’s head of marketing and digital, James Kerridge, told CMO the innovation resulted in a 400 per cent increase in online sales conversion in Australia within the first few months.

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