BACKGROUND

Samsung needed a high-impact strategy to transition the market from simple awareness of Artificial Intelligence to demanding Galaxy AI features. 

SOLUTION

Samsung staged a fan-centric live music event featuring artist from by both K-pop and OPM scenes.

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 Galaxy AI Pop-up Store transformed heightened fan energy into meaningful product engagement and exposure, driving hands-on trials and turning excitement into demand for Galaxy S24.