KRISTEN KÜHN

In April 2017, Samsung launched the highly anticipated  Galaxy S8 and introduced the world to the first ever Infinity screen. The campaign refocused its marketing efforts on OOH and in-store carrier promotions to reach its core audience while establishing a "safety first" marketing approach after the ill-fated Note 7.

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Coinciding with the national retail launch of the Galaxy S8|S8+, Samsung hosted immersive Galaxy experiences at flagship carrier store locations, showcasing the distinguishing features of the new devices. Over the course of three weekends, Samsung visited five cities and introduced consumers to the infinite possibilities of the new Galaxy S8|S8+ with the Unboxed Experience. As consumers stepped inside a life-size box, they were immersed in an interactive experience designed to highlight and had the chance to learn about the new key features of the Galaxy S8|S8+.

 

The experiences were designed and led by PMK BNC and in collaboration with partner agencies resulted in over 4,300 Galaxy S8|S8+ interactions. Over 92% of consumers indicated that they had an improved opinion of the brand after participating in the experience. The Unboxed Experience created a platform for meaningful connections, causing over 77% of consumers to say that they were more likely to purchase a Galaxy S8|S8+ directly following their experience.