BACKGROUND

The primary challenge was two-fold: To introduce Mobile AI, a complex and novel concept, to a mass consumer audience who were generally unaware of its practical utility. The launch execution required an ecosystem that could first generate massive hype and then provide credible, sustained product education.

SOLUTION

Samsung had a fan-centric live music event anchored by K-Pop and P-Pop power. K-Pop Anchor: Xiumin of EXO & HORI7ON leveraged the immense loyalty and organizational power of the EXO-L & ANCHORs fandoms to drive an extraordinary turnout, which was further reinforced by P-Pop/OPM dominance through a fan-driven lineup featuring BINI (P-Pop royalty), Juan Karlos ("Buwan"), and Maki ("Dilaw"), a diverse mix that guaranteed a multi-generational, large-scale audience. This diverse mix guaranteed a multi-generational, large-scale audience. The event was branded as the "Galaxy Voyage Experience Space," showcasing the Z Fold6's enhanced productivity and the Z Flip6's improved FlexCam Auto Zoom and customized Flex Window wallpapers—features perfectly suited for content creation and self-expression at a festival.

RESULTS

The festivals drove attendance of around 320,000+ in total, creating an unparalleled physical audience for product showcase and immediate word-of-mouth. The selection of K-Pop and P-Pop headliners generated a torrent of organic, user-generated content (UGC), turning millions of social media impressions into authentic product testimonials.