There is no firm law about “dog years,” but the general understanding is that one human year equals seven for a dog. So we multiplied 24 hours by seven to come up with 168, emphasizing that even the few minutes we spend in the bathroom can be an eternity for a dog.

A special photo booth on Samsung stand at Curfts 2016 did it by slowing the countdown. When visitors press start, the countdown runs from three to zero. But each second actually takes seven. Afterwards, the screen shows the #168hours campaign video. It was a simple, yet highly effective way to get people to realize that the frustration they experienced while waiting during the timer is how their dogs feel every day when they are alone and waiting for their owners to return.

For many people, it was the first time to have a chance to take a photo with their dog in a photo booth. This gave us the chance to engage with them in a meaningful way, and encourage them to share their memories with their dogs. More than 5,700 people participated, and with hidden cameras inside the booth, we were able to capture their anticipation and, in some cases, their frustration.

We also created personalized and branded giveaways. These served a dual function of preserving the memory for the dog lover while also recording their promise to spend more time with their dogs. We put these photos up on every wall so that everyone who visited understood the campaign right away.

The countdown set off a rollercoaster of emotions in the photo booth. At first, they were either calm or excited, but that soon gave way to frustration as the three seconds stretched into a seemingly interminable 21. That frustration melted when they watched the campaign video. It was gratifying and very touching to see people respond so lovingly to their dogs, often kissing and hugging in the booth. This added a huge emotional touch to the campaign.

Visitors to the Samsung booth doubled compared to the previous year. And many people visited the booth more than once, with over 20,000 dropping by during Crufts and over 5,700 visitors took photos. The #168hours campaign viral video has over 250,000 views.

We engaged people in a direct and meaningful way, demonstrating empathy about the loving relationship between dogs and their owners, and creating a connection with Samsung that can last a lifetime.