Samsung is inviting dog owners and their pooches along to its Samsung KX store to enjoy a free pet pampering session and portrait shoot, in an experiential activation to promote its Jet Pet vacuum range. The initiative was developed in partnership with Cheil UK.
In order to build awareness of Jet Pet, the tech brand has worked with Cheil to develop an in-store activation which taps into dog owners’ love of their pets while also enabling them to get hands-on with the vacuum range alongside product experts.
At the Jet Pet activation, which runs on Sunday 4th and Monday 5th December, pet owners will have the opportunity to visit a special grooming station with their dog and trial the Jet Pet range in action, before getting a personalised Christmas pet portrait to take home with them, drawn by a caricaturist using the Samsung Galaxy Tab.
To maximise buzz around the event, visitors will be encouraged to share their pet portraits via social channels using the hashtags #SamsungVacuum and #SamsungKX, giving them the chance to win prizes, from Pets at Home vouchers to exclusive Samsung Jet vacuums.
Samsung is promoting and amplifying the initiative through a media partnership with Time Out, with activity including advertorials, a homepage takeover, content in the Time Out newsletter, social ads, and social content. Pet owners can sign up to attend the event on timeout.com, or via the Samsung website samsung.com/uk/explore/kings-cross/.
Alice Oswin, Junior Marketing Manager, Samsung Electronics, said: “We know that people are passionate about their dogs, and love to spoil them, which is why we’ve chosen to create this pet pampering event in collaboration with Cheil to promote the Jet Pet range. What better way to build awareness of the products than to let pet owners see them in action and experience the benefits themselves?”
Nicholas Gee, Retail Director, Cheil, added: “Following on from the success of our #SamsungUnpacked activations this summer, which saw us take over Piccadilly Circus, it is brilliant to be back working with Samsung. To create a buzz around the Jet Pet range we wanted to develop something truly unique. This quirky, memorable activation not only gives visitors a fun and rewarding experience but also enables them to get hands-on alongside Samsung’s experts, to see why the Jet Pet vacuum is an essential for every dog owner.”