The Challenge
To enable technology industry media to experience Samsung products in a clear and memorable way.
The Approach
Smyle was commissioned to elevate Samsung’s presence at the annual IFA trade show in Berlin with a unique press conference. We developed bold ideas to help participants explore and experience Samsung products in new way , proving we know how to go beyond the traditional press event to bring in fresh thinking and creativity.
Samsung technology underpinned every aspect of the activation, from registration on mobile devices, ensuring the only thing to greet you are a friendly team, to food served on tablets.
Our brand activations included cool product experiences designed to dazzle delegates with latest Samsung innovations, giving them an up-close look at their leading tech. We also enhanced Samsung’s brand experience by including a range of live performances with audience participation elements, such as street dance performers on treadmills, a beat-boxing contest, and a live Coldplay VR experience.
The Result
We were able to push boundaries and inspire 1600 guests made up of press, bloggers, vloggers and early adopters to learn more about Samsung products. Press coverage from the IFA event generated global headlines for the brand, with our experiential brand activations leading to memorable interactions to surprise and delight audiences.
The activation was also streamed across a number of social channels and Samsung.com to an international audience of media, influencers and consumers.