In early 2018, I got assigned to come up with a big launch idea for the new Samsung S9/S9+ flagship phones, and so I did. The main phone feature was the Camera, so here came the idea. I thought of breaking the norms on this one by launching it like never before.
For the first time in Samsung history, a phone to be regionally launched to the public with a full-fledge experience zone before a press event. We choose Burj Khalifa as our medium and Dubai Mall as our venue.
Because the Camera and the slow-motion is the main phone feature, we created activities so enjoyable that customers couldn't resist but to engage with the phone and try its features.
The results were excellent; it was a significant milestone to the brand and the agency!
