To generate buzz around the launch of the Galaxy Note N7 in Russia, Samsung hid one of the new phones on a giant billboard on a Moscow skyscraper, and asked people to guess its location.
Agency Cheil Russia used a giant advertising screen on the façade of Gidroproekt skyscraper, which is one of the largest outdoor advertising surfaces in Moscow and located at the fork of two busy thoroughfares next to a metro station entrance. It hid a real size Galaxy Note 7 on the screen one week before the official launch, and announced that the first person who guessed the exact location of the smartphone could get it for free.
Those interested could visit a special microsite where they could guess on exactly which pixel the phone sat, in order to win the phone after the official launch. Half an hour before the launch, Cheil made a film (seen here) in which two well-known climbers go up the building to find it for themselves. According to Cheil, more than 800,000 unique users visited the site in the eight days of the campaign.