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Samsung turns to AR to bring foldable phones to life in store

David Murphy

Samsung is using augmented reality (AR) to help promote its latest foldable handsets, the Galaxy Z Fold3 5G and the Galaxy Z Flip3 5G in store in the Benleux region. Working with Belgian content marketing agency and AR studio Playar, the handset maker created a WebAR experience using the ZapWorks platform that puts the user front and centre in the discovery of the new foldables.

For the Galaxy Z Fold3 5G, HeadOffice created three user experiences that show that device owners can watch, work and play in any situation. By scanning a QR code they are transported to a beach, a hotel lounge or a living room.

For the Galaxy Z Flip3 5G, the AR experience showcases the advantages of a pocket-size standalone smartphone by telling small stories by the pool or in the park with 3D objects. And for the Galaxy Watch4 series, the experience transport the user to a tennis court or puts them on a bike, then shows how the watch can check body composition and blood pressure.

The QR codes were displayed on screens, wobblers, and spec cards in 850 stores spread across  Belgium, Luxemburg, and the Netherlands. They were also displayed in newsletters, print and out of home ads.

“We’re really excited with the in-store responses we’ve gotten on the experience,” said Nathan Grotard, Retail Marketeer at Samsung Belgium. “The average time spent in the experience is over three minutes, which means customers really get into the AR experience.”