Samsung are restless pioneers, always seeking to break new ground and go beyond expectations. Since 2016, Smyle has helped produce their EU Forum, a unique B2B brand event aimed at connecting customers face-to-face, sharing a vision for the future and showcasing the incredible product innovations that Samsung adds to its offering every year.
In 2020, Samsung selected a new venue in Malta, the Mediterranean Conference Centre, and tasked Smyle with activating the brand in new and inspiring ways – across four global audiences for four different events. We were asked to create and produce fully integrated experiences that showcased Samsung’s wide range of smart technology and appliances.
Samsung aimed to make this EU Forum more innovative than ever before. We needed to push creative boundaries in order to showcase as many products as possible ‘in real life’, and with multiple touchpoints, whilst being mindful of unique market requirements for each audience segment. In addition, with a pre-chosen historical venue of limited proportions, we needed to propose an audience flow to give delegates the best possible experience.
Smyle integrated digital content and Samsung products throughout the event. We designed an immersive lounge with multiple touchpoints to display Samsung’s products ‘in real life’. For example, guests could eat freshly baked goods from the live kitchen, cooked in Samsung built-in ovens, or order mocktails from the bar on S10 phones, whilst an AirDresser dry-cleaned their jackets in the cloakroom. They could also control multiple appliances using integrated “Smart Things” functionality.
Samsung and Smyle worked closely together to deliver a new type of event with far more product integration than ever before. As a result, we were delighted to creatively connect people with Samsung’s product innovations in a memorable and exciting way.