Samsung S9 VIP Kit
– Eliciting Curiosity & Excitement
Over the past couple of years, we’ve applied the same design aesthetic as the interior packaging and applied it to the shipper box. We’ve found this helps the VIP kit stick out amongst a sea of brown and white regular shipping boxes and builds anticipation for what’s inside. Additionally, we’ve added vanity labels that personalize the shipper box to the recipient to give a hand crafted and custom appeal to the kit.
Within the VIP kit itself, this particular version had the phone stand straight up when the recipient opened the box. This is not only unconventional but makes the product jump right out of the box, enticing VIPs to grab it and hold the phone in their hands within moments of opening the kit. Research shows that physically holding products can create a sense of psychological ownership, driving must-have purchase decisions.1 So, this approach was designed with the activation goal in mind.
Largely due to the design of the kit, multiple teams within Samsung adopted and shipped out these kits to their VIPs. The PR team in particular hosted a launch event that showcased the kits on display and gifted them to invitees. This kit also appeared on the site of online publisher IGN Entertainment where they unboxed the Galaxy S9 from one of our VIP kits vs regular retail packaging. Overall reviews were glowing and the dramatic display angle of the phone standing up was a hit amongst our client and their VIPs.