Samsung Galaxy A: Engaging Millennials through Experiential Marketing
Applicable Industries
- Cities & Municipalities
Use Cases
- Facial Recognition
About The Customer
The customer in this case study is Samsung, a multinational conglomerate headquartered in South Korea. Samsung is known worldwide for its wide range of products, including smartphones, home appliances, and electronics. In this particular case, Samsung was launching the new Galaxy A series, a range of smartphones designed with entertaining features and a modern, stylish design. The target audience for these new handsets was millennials, a demographic known for its tech-savviness and desire for unique experiences. Samsung aimed to make the A3 and A5 models desirable objects for this demographic.
The Challenge
Samsung was set to launch the new Galaxy A, a handset series designed with entertaining features and a modern, stylish design, aimed at attracting millennials. The challenge was to effectively communicate these features to the target audience in a way that would make the A3 and A5 models desirable objects for them. Traditional marketing strategies might not have been effective enough to capture the attention of millennials, a demographic known for its tech-savviness and desire for unique experiences. Therefore, Samsung needed a unique and engaging approach to introduce the new Galaxy A series to this demographic in Mexico City.
The Solution
Samsung decided to take an experiential marketing approach to introduce the new Galaxy A series to millennials. They organized an exclusive music event called the 'Face Party' in collaboration with MTV. The event featured a DJ Set by Capital Cities featuring Sebu, one of the hottest clubs in Mexico. To allow the attendees to experience the features of the new Galaxy A series, Samsung built an animated-gif photo booth made entirely out of A5 handsets. This allowed the attendees to test and play with the Galaxy products, experiencing their features firsthand in a fun and engaging setting. The event was promoted through digital platforms and services, and PR & Influencer specialisms were involved to ensure maximum reach and impact.
Operational Impact
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