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Rethinking Media Engagement During a Pandemic with Samsung

09/09/2021
Experiential Marketing
London, UK
21
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Imagination creates experience allowing journalists to get as close to the Galaxy Note20 as possible during lockdown

Samsung faced the unenviable task of launching the flagship Galaxy Note20 to the media as lockdown swept across Europe. For tech journalists, access, exclusivity and hands on time with the device is paramount for writing the perfect story; however travel restrictions meant that the usual physical pre-briefing format was impractical.

Imagination had to create an experience that allowed journalists to get as close to the device as a virtual event would allow. We also wanted to maintain the exclusivity and hospitality that is key to a successful media launch.

The pre-briefing was a unique hybrid physical/digital event taking place over two days. Journalists virtually attended one of 14 sessions that featured a bespoke keynote filmed at the Samsung KX Experience Centre followed by an immersive live product demo and Q&A broadcast from our studio in London. Each market was also provided with a toolkit to deliver an enhanced physical experience for select media. Print-ready artwork, photographic spec lighting, custom plinths and an implementation guide helped ensure that these exclusive one-on-one sessions maximised engagement in this new socially distanced media landscape.

Tech journalists usually rely on hands-on time with the product to write exclusive stories. With Covid-19 making this impossible, our three camera set up and live Q&As allowed the media to have a remote experience that was still unique.

A combination of pre-recorded and live elements allowed for deep and meaningful engagement, whilst maintaining creative control. Along with cost efficiencies with reduced travel, this meant the Note20 was Samsung's most briefed product to date.

The team at Samsung commented: "Briefing our latest portfolio of products during a time when travel and in-person meetings are restricted was a real challenge, but working together with Imagination we were able to adapt our approach to not only deliver an immersive experience but also our best ever results”

Credits
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