With every IT and CE company hosting an annual launch to schmooze media, partners and re-sellers – usually in some stuffy hotel or dull convention centre – Samsung wanted to try something new, something that was anything but ho-hum.
For a gadget-loving, tech-savvy audience, we decided to go a little off the wall, transforming Samsung’s media and clients into secret service agents for a day of high action and high living. We picked them up in luxury cars, then whisked them to a secret briefing at an aircraft hangar – fully decked out with 500 square metres of cars, gadgets, Bond girls and big screens – where they were let in on the latest devices before enjoying a chopper joyflight each to have a hands-on experience with Samsung’s new camera range.
The 200-strong lucky invitees absolutely raved about it – and tweeted, posted and messaged their excitement – saying it left the rest of the year’s launches in the dust. More than 80 press clippings were generated and the event’s satisfaction rating was a superb 93 per cent. We don’t imagine Samsung will be going back to the old-style launch any time soon!