2010 ISP Awards Gold for Best Art Direction
2010 European IMC Awards Bronze for Best Small Budget Campaign 

The Challenge
Promote the Samsung Genio White as a colour exclusive within O2 stores and drive footfall and sales.

The Insight
Seasonal moments like Halloween provide an opportunity to create simple, eye-catching retail executions that cut through in-store environments.

The Idea
Use the product’s distinctive white colour to create a playful, Halloween-themed execution that puts the handset at the centre of the communication.

Execution
A retail-led creative concept that dialled up the Halloween theme in a simple, visually striking way, ensuring the Genio White handset remained the focal point.

The execution was designed to stand out in-store, attract attention and encourage shoppers to engage directly with the product.

Result
Increased footfall in-store

Tangible sales uplift during the campaign period