Samsung, Forum

Client: Samsung

Agency: Smyle

EU Forum is a face-to-face B2B experience which showcases emerging Samsung products and technology to partners and resellers.

The 2020 brief invited Smyle to showcase products in new, inspiring ways. Smyle responded by embedding intuitive Samsung technology and digital content throughout the activation, immersing guests ‘in real life’ (IRL) product experiences, to inspire curiosity, generate discussion and strengthen brand perceptions.

Working with Samsung, Smyle developed a strategy to share pioneering stories and thought leadership, and to create a truly immersive guest journey filled with interactive product activations.

Hosted in Malta, at a World Heritage Site, +2500 guests from Samsung markets across the globe joined Forum 2020, to experience an audience journey that brought Samsung technology to life at every touch point.

An IRL Lounge provided a series of guest experiences, such as enjoying freshly baked goods produced in a live kitchen using Samsung ovens and ordering mocktails from the bar via S10 devices, whilst a Samsung AirDresser dry-cleaned guest jackets in the cloakroom. In a SmartThings Zone, guests explored six brand activations, all powered by Samsung technology and the IOT, and accessed via the custom event app.

The Forum delivered all KPIs, via four distinct events tailored to different market needs, increasing media coverage by +30% and setting a new high bar for future Forums.

“This after 5 Forums showed the highest quality of anything previous. Having real life experiences for Samsung products in such a way is genius and something Samsung needs to do more of.” Samsung Market Lead