“Scan It. Circle It. Find It.”
Samsung (India)
Campaign Objective
To showcase a key AI visual search capability of the new phone in an interactive way, driving tech-savvy consumers to experience the feature firsthand and generate buzz about the Galaxy S24 Ultra.
Campaign Story
Samsung placed full-page ads in major Indian newspapers announcing “Epic Search is here – Scan it. Circle it. Find it.”. Each ad included a unique QR code. Scanning it launched a special AR web app on the user’s Galaxy phone (or any smartphone) utilizing Google’s Circle Search. The user could point their phone camera at the physical ad, trace a circle around an item in the printed image (say, the car shown next to the phone), and the phone would automatically perform a live search about that item. This dramatic live demo turned a static print readership into an active product trial of Samsung’s advanced image recognition feature.
Execution
On publication day, readers saw an enticing banner: “Hold your camera over this ad. Circle an object. Discover epic results.”
Scanning the ad’s QR code opened Samsung’s AR experience powered by Google Lens
he reader aimed their phone at the ad, and drew a circle (with their finger on-screen) around one of the printed gadgets or keywords
Instantly, the phone’s browser showed search results or info about the circled object – demonstrating the phone’s AI capability in real time
A link prompted users to learn more or pre-order the Galaxy S24 Ultra after the demo.
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