An idea or a concept can make a big difference, that was the key to success in launching the Samsung GALAXY cell phone. We faced the challenge of presenting the first device of the Samsung GALAXY family that was made out of metal and glass, as opposed to all its predecessors made of plastic or synthetic materials.
This insight helped us to see the opportunity to associate the device with a valuable object, such as a jewel in metallic colors, gold and emerald green, the product looked spectacular, so we decided to present it on a catwalk together with the collections of fashion designers. The idea was so well received that a decision was made to implement it in both Panama and Costa Rica simultaneously, so in each country a launch party was carried out with a catwalk and national artists, within the collection, the new devices were presented. At the moment of the climax of the staging, the show presented the devices and the flag of each country, all this happening at the same time and transmitted via streaming.
In both countries, the night was a great show of fashion and elegance, excellent food and atmosphere, with an ensemble of the Big Band and Debi Nova for Costa Rica and in Panama, with the renowned Los Gaitanes Group, among others.
For this occasion, a security product was also presented for Samsung GALAXY devices, for which we recreated access to specific areas in the venuewith doors such as bank vaults that represented all the security offered by the Samsung Knox system.
Results
Each launch represented a different challenge, but in this case we managed to create a concept that became a reference to be implemented regionally, a great turnout in all countries and a high return on investment for the client.