The launch of Samsung’s Galaxy S8 and S8+ smartphones has been one of the most highly anticipated mobile phone launches of 2017. Despite the overwhelmingly positive reception and sales of the previous generation of the Samsung S series in 2016, a high-profile product recall of Samsung’s niche Note7 device in late 2016 meant that the launch would undoubtedly be under intense media and public scrutiny.
We were tasked with ensuring that this flagship launch demonstrated Samsung’s outstanding innovation and design, while ensuring smooth engagement with key news and tech media to help build sales, trust and brand love.
Given that Samsung planned to announce the new devices in line with the global launch, a key challenge for us was to ensure we provided local context to help drive relevance and connect with local retailers and customers. To achieve this, we negotiated exclusive one-on-one pre-briefings with key technology media, so New Zealand media could be amongst the first in the world to get their hands on the Samsung Galaxy S8. This approach ensured media were well-briefed, any concerns or difficult questions could be addressed on an individual level and local content was created and shared in line with the global announcement.
More than 120 local VIPs, media and influencers gathered at an exclusive consumer launch event at the Sugar Club, emceed by lifestyle and fashion personality, Amber Peebles. Guests were treated to engaging and interactive experiences at multiple stations, featuring the Samsung Galaxy S8 and S8+ working together with the newly launched Gear VR with Controller and Multi Media Dock DeX. The stations provided guests with the opportunity to test out Samsung’s full new mobile ecosystem.
We engaged social media, lifestyle and sporting influencers Art Green, Matilda Rice, Kathryn Wilson, Aziz Al-Sa’afin, Logan Dodds and Sarah Walker to put the new Galaxy S8 front-facing camera to the test. Tasked with taking the first ‘extreme’ selfies on the Galaxy S8 in New Zealand, the influencers completed a photo challenge on the Sky Tower’s SkyWalk during the launch party, reinforcing the idea of how the Galaxy S8 breaks the boundaries of what a smartphone can do! Our influencers got to experience the S8 first-hand, demonstrating the camera’s extraordinary capabilities and easy-to-use photo filters while creating social media buzz and adding a stunt element to the launch.
Samsung is delighted with the overwhelming response to the new Galaxy S8 and S8+. We achieved wall-to-wall coverage that was positive in tone and positioned the Galaxy S8 as 2017’s best smartphone. Key coverage highlights include Stuff.co.nz, NZ Herald and Newshub.
We are continuing to drive conversations about the Galaxy S8 and S8+ through a comprehensive review programme.