Samsung unveiled its new device Samsung Galaxy S25 in Madrid’s COAM, with a sustainable inflatable art installation merging innovation, art, and brand vision.
Its main goal was to unveil the new Galaxy S25 while driving buzz through attendees’ social media activity, particularly among brand ambassadors, influencers, and media. Additional goals included:
o Reinforce Samsung’s positioning in innovation and market leadership through content created during the event.
o Generate PR coverage in tech and lifestyle media and build anticipation around the launch.
o Bring the new device closer to the target audience via engaging touchpoint activations.
o Elevate a standard product launch into a culturally relevant event and extend its legacy through an art piece created from the recycled installation.
In a context such as FITUR, the possibility of fulfilling one of the requirements set out in the brief, proposing a venue representative of Madrid, was challenging… For this reason, we decided to change our strategy when developing the creative proposal and elevate the positioning of a space such as COAM. We proposed COAM as the origin of the main emblematic venues, the place where the city’s most representative buildings are created. This change in the approach to the proposal helped us build a strategy that allowed us to give the launch of the new Galaxy S25 the exposure it deserved. Galaxy Unpacked 2025 was not just a launch event, it became a high-profile cultural event in which a product launch was presented within an art installation. A living space that allowed us to develop a creative concept demonstrating to attendees that the new device provides access to a new way of experiencing life.
