Delivering Samsung's launch events with style
Opportunity
Amplifying the experience
With the imminent launch of both a new store and a new range of phones, Samsung and HH Global partnered to maximize the impact of its events.
Samsung Experience Stores are dedicated to the tech leader’s own products and services, offering an immersive dedicated shop for the latest products from Samsung. Opening one of these flagship stores – in London’s iconic Westfield shopping mall – was a huge opportunity to create a lasting buzz around the Samsung brand. Shortly after, Samsung had the opportunity to keep momentum going with the launch of its new, state-of-the-art Galaxy 24 range, seeking comprehensive marketing activation support from HH Global before, during and after the events.
Providing an end-to-end service
HH Global partnered with Samsung at each step of the process. This included designing and producing all creative assets, ensuring timely delivery and installation, curating the events’ AV experiences and ensuring the smooth execution of both the store opening and the product launch.
To start, we devised several key visual concepts inspired by Samsung’s South Korean heritage, seamlessly blending its classic brand elements with their modern and refined aesthetic. From this foundation, a leading concept was developed.
Eye-catching OOH advertising took visitors on a journey from the Sheperd’s Bush tube station to the Samsung store within the shopping mall, where digital screens, POS displays and printed media awaited them.
On the day of the launch, in-store activations included a DJ, “selfie coffees,” merchandise and the chance to pick up promotions and giveaways. The carefully choreographed event created real excitement and ensured a memorable start to Samsung’s presence in Westfield.
Shortly after the opening of its new store, Samsung was ready to unveil its new Galaxy 24 range. To generate anticipation, we installed mysterious black boxes at Samsung Experience Stores across London. These boxes hid the new range of Galaxy phones, only revealing the time and date of the imminent launch.
With intrigue building, the scene was set for the next event: “Galaxy Unpacked.” On launch day, the new phones were unveiled to waiting consumers, who could then get hands-on with the devices. Ever-present Samsung experts, product demos and a live DJ kept both the energy and the interactivity levels high throughout the day, making the most of the in-store customer experience.
As well as orchestrating the events, HH Global filmed them to capture the atmosphere and promote the launches beyond the event days.
Bringing together a multidisciplinary team
To provide complete support to Samsung, we combined the following services:
- Shopper insights and planning
- Creative development and content production
- Print procurement and installation, including window and feature vinyls, posters and entrance stands
- Branded merchandise, including PopSockets and lanyards
- Logistics, including freight management
- Activation project management, including events
- Two hugely popular events – achieving a large footfall, generating sales and making Samsung the center of attention in a busy retail environment
- Highly-effective retail activations – blending with, and adding to, online channels
- An optimized brand experience – announcing Samsung’s arrival in one of the key retail spaces in the UK
From start to finish, this project was incredible to work on. It gave us a unique opportunity to utilize multiple areas of the HH Global Samsung team and share our expertise in creative, digital, print, POS and in-store retail activation. This project was under the eyes of senior client stakeholders from the UK and overseas and provided increased awareness of HH Global’s relationship with Samsung and our full capabilities.
Samuel Mingard
Senior Account Manager
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