Samsung is promoting its new Jet Pet vacuum range with a pet pampering activation at its King’s Cross store, developed in partnership with creative agency Cheil UK.

Running from Sunday 4th to Monday 5th December, the activation will enable customers to opportunity to visit a special grooming station with their dog and trial the Jet Pet range for themselves.

“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,” Samsung Electronics junior marketing manager, Alice Oswin said.

“What better way to build awareness of the products than to let pet owners see them in action and experience the benefits themselves?”

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The initiative will be promoted and amplified through a partnership with online publication Time Out, which will include activations such as advertorials, a homepage takeover and social content.

Cheil retail director, Nicholas Gee 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.”