BACKGROUND

Samsung needed a high-impact strategy to transition the market from simple awareness of Artificial Intelligence to demanding Galaxy AI features. The launch execution required an ecosystem that could first generate massive hype and then provide credible, sustained product education.

SOLUTION

Samsung staged a fan-centric live music event anchored by K-pop sensation, Sunmi, whose presence immediately energized the massive K-Pop fandom, driving thousands of attendees to the venue. his global pull was reinforced by strong local and OPM representation through OPM band, Lola Amour (known for their viral hit “Raining in Manila”), alongside CRWN and Jess Connelly. This ensured local relevance and tapped into the mainstream Filipino music scene.

The event featured interactive zones, including the Nightography Area and Gaming Area. Fans were encouraged to use the Galaxy S24's camera features—an essential tool for concert-goers—to capture the low-light performances. A Galaxy AI Pop-up Store was launched simultaneously, allowing fans to transition directly from the high-energy concert environment to a hands-on product trial.

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.