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Case Study: Samsung's Galaxy Note10 Unpacked launch with INVNT

Global electronics brand Samsung and its dedicated marketing agency, Cheil Worldwide, were seeking to return to New York City for the Unpacked 2019 launch, where they had big plans to unveil their Galaxy Note10 and Note10+, a new line of premium smartphones designed for a new era of mobile productivity, along with the updated S Pen, Galaxy Watch Active2 and Galaxy Book S devices.

Strategy

For the third consecutive year Cheil Worldwide chose to partner with INVNT, the global live brand storytelling agency to support in the design and production of Unpacked, which was held at Brooklyn’s Barclays Center on Wednesday, August 7.

“This year, Samsung wanted to create a holistic, engaging and warm experience from start to finish. Taking inspiration from the distinctive, iridescent ‘Aura Glow’ color option of the new Galaxy Note10, we worked with Cheil to develop and bring to life a ‘journey of light’ theme, which was designed to express the blurring of lines between work and life, productivity and self-expression, technology and art – the full spectrum of life, enhanced by a single device,” explains Paul Blurton, chief creative officer, INVNT.

Approach

Attended by 2,800+ select media, influencers and tech gurus, and livestreamed globally, Unpakced featured a series of immersive, design-led scenes which spoke to the Samsung brand across all touchpoints. As they entered the venue’s atrium, guests were met by a completely transformed purple space, while an installation comprising hundreds of flowing elements hung overhead.

This space connected attendees to the event’s entrance tunnel, which in taking its inspiration from the multi-dimensional design of Samsung’s new flagship stores, was lined with faceted mirrors. 

The arena keynote presentation officially began with a show of light, sound and crisp visuals, where branded content was projected against two arches measuring 43.2m long by 25.6m tall, which covered more than 25,000 sq. ft and almost 4,000 sq. ft of LED. The arches formed to create a ‘cathedral,’ a concept that created a 'sense of warmth and togetherness'.

The projections complemented the displays that were showcased on a separate LED screen measuring 19.2m x 19.2m, which acted as the backdrop to the main stage. The content changed throughout the event to reflect the product unveilings and key announcements, including new partnerships with Microsoft and the United Nations. The entire display surface consisted of 54,414,920 total pixels.

On conclusion of the arena launch, guests explored the Galaxy Experience Journey, which featured eight interactive experience zones inspired by the stories and themes that were revealed during the keynote, all designed and produced by Cheil and INVNT. Each stage of the eight-part journey offered guests the chance to interact with the new products in powerful and unique ways, as they got hands-on while learning from product experts and special guests.

Results

The experience has attracted over 2.29M – and counting livestream views since it aired, and it generated immense interest on social media and amongst the press, with the #SamsungEvent hashtag reaching 411K people across social on the day. Between  August 7-9, 16.7K media clips mentioning Samsung Unpacked were published across print, online, radio and television. Collectively they produced a reach of 935.9M and an advertising value equivalency (AVE) of $15.7M over the same period.

Featured by The Drum

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