Little Red Robot was invited to become the global experiential agency tasked with marketing the Galaxy Watch Active, a product aimed at fitness and active lifestyles. And for this set of activations, the focus also needs to be woven into the bigger story of how this device was part of the Galaxy connected lifestyle when paired with the other major announcement, the release of the 10th generation of Galaxy phones, the Galaxy S10. The biggest obstacle, aside from not having the top-secret pre-consumer-release devices to engineer our solution on until the last minute, was more existential. How could we market fitness and activeness to audiences arriving in their street clothes at retail locations, events and pop-ups!

Process
LRR engineered a solution that would use the biometric sensors onboard the Galaxy Watch Active to create unique 3D real-time generative artworks from the user’s movements.

The movement was helped by fitness moves developed in collaboration with LRR’s friends, Kirk Meyers and his team of personal trainers at The #Dogpoud.

Result
The Art of Fitness was installed permanently at Samsung’s first US retail flagship store in Glendale, California, which opened with our experience installed as the centrepiece at the entrance of the store as guests walked in. Our activation was also experienced by tens of thousands as a pop-up attraction throughout the U.S. in a dozen cities.

This activation was also featured for 8 months with a prominent installation inside The Samsung Experience Center, Samsung 837, located in the meatpacking district of NYC.

Tags:
Technology, Innovation, Samsung Art of Fitness, Samsung Galaxy Phone, Samsung S10, Samsung Smart Watch, Galaxy Watch Active