How Samsung Global One launch events are resonating around the world – Samsung Global Newsroom
▲ (L to R) Sarah Larsen Tobin, Vice President of Home Entertainment Marketing for Samsung Electronics America, discussed “More Wow Than Ever + Connected Living” with well-known American businesswoman and Queen Martha Stewart domestic arts; Carl Nassib, American professional footballer; and Rosario Dawson, who played Lara in Men in Black II, at Samsung 837, Samsung’s new experience store in New York City on April 4.
Unbox and See 2023: A Deeper Look at the Global Launch Event
Samsung subsidiaries around the world launched Unbox & Discover (U&D) 2023 in April to unveil new models in local markets and take pre-orders for new products. After a three-year hiatus from hosting the in-person event due to the pandemic, Samsung hosted its first offline U&D event to showcase its latest innovations.
Major subsidiaries around the world, including the United States, Australia and Singapore, hosted the event at special locations, bringing together key retailers, media and influencers to demonstrate the innovative experiences of Samsung’s 2023 TV models , centered on its Neo QLED 8K.
The theme for this year’s U&D event was “Global One Launch.” All participating affiliates held events simultaneously around the world, with both in-person and virtual components. Samsung Newsroom takes a closer look at Unbox & Discover 2023, which delivered rich customer experiences in landmarks around the world.
▲ Samsung Electronics America’s U&D held at Samsung 837 was packed with media and influencers. The subsidiary broadcast the event on its official website for those who were unable to attend.
Develop partnerships with creators in America
Samsung Electronics America introduced the Samsung Neo QLED 8K and 4K, highlighting improved features and larger screen sizes. The company added a 98-inch ultrawide model to the product lineup and unveiled more sophisticated and game-changing technologies such as automatic HDR remastering and 8K AI upscaling. Among other media, TechRadar praised the QN900C, the top Neo QLED 8K model, for its industry-leading picture quality, saying, “There were many moments during viewing where I silently said “wow”, and it’s definitely not something I find myself doing. with every TV I test.
Samsung Electronics America plans to actively partner with various creators for a series of digital content to show how Samsung home entertainment products improve connectivity and personalize experiences that enhance our daily lives.
Samsung Electronics America also launched a limited time offer to celebrate U&D. Customers who purchase the QN800C or QN900C from Samsung’s official website or select retail stores before April 16 will receive a free 32-inch frame.
Modeling the Samsung Lifestyle in Australia
Across the globe, Samsung Electronics Australia hosted the offline U&D event and targeted key retailers, VIPs, media and influencers at WatersEdge in The Rocks, Sydney. To illustrate its ‘Screens for every experience’ theme, Samsung Electronics Australia showcased its range in different rooms of a model home. Various scenarios were played out to show visitors how Samsung TVs can seamlessly fit into users’ lifestyles.
▲ Jeremy Senior, Vice President Consumer Electronics of Samsung Electronics Australia explained Neo QLED 8K technology to visitors
▲ Influencers attended the event to view new programming and share content in real time on social platforms. They enjoyed their time with Samsung’s 2023 line of TVs and experimented with various Calm Tech scenarios through SmartThings.
▲ Samsung Electronics Australia shared interactive content on its social media reflecting demonstrations at the event.
▲ Aaron Mcnamara, Product Manager, AV, Samsung Electronics Australia explained Samsung OLED picture quality and features to highly engaged attendees
▲ Briellyn Turton, renowned interior designer and stylist in Australia, hosted the U&D event, presenting various usage scenarios to visitors
Making the buzz at Marina Bay Sands in Singapore
▲ Samsung Electronics Singapore held U&D 2023 for retailers, media and customers at Marina Bay Sands from April 4-6. Visitors took part in a guided tour of the event set up, which included eight zones. After the visit, visitors took to social media to share their experiences with new products.
▲ As part of the first part of its virtual event, Samsung Electronics Singapore posted a real-time snapshot of the event on its official Instagram account. In the story, Dennis Jang, President of Samsung Electronics Singapore, introduced Neo QLED 8K to attendees (right).
▲ Visitors were greeted with a guided tour focusing on the picture quality and features of the Samsung Neo QLED 8K. Twenty-eight media professionals who joined the event said the demo areas helped them better understand television features. In particular, visitors enjoyed the Home Cinema booth and the Sustainability booth, which showcased scenarios of ultra-wide TV screens at home as well as Samsung’s sustainability efforts.
▲ At Singapore U&D 2023, the CEO of National Gallery Singapore and a representative of Dolby Atmos delivered a keynote speech on the partnership with Samsung Art Store and their efforts to improve users’ audio-visual experience.
Intimate experiences with screens across Europe
European subsidiaries, including Germany, the UK, the Netherlands, Hungary and Serbia, also hosted the U&D event online and offline, attracting local media attention. Affiliates held a countdown to U&D on their websites starting April 5 to generate excitement and conversation ahead of the event.
▲ On April 5, Samsung Electronics Hungary brought together ten media professionals who focus on technology, lifestyle and interior design at a local restaurant to give them a first-hand experience of Samsung’s 2023 TV lineup.
▲ Samsung Electronics Hungary provided the media with an intimate experience to wow the crowd and give new product designs the right space to stand out.
▲ Media and product reviewers also experienced Samsung’s soundbar, the Q-series, which was launched last year as the company’s top-of-the-line model. Samsung also marks its ninth straight year leading the global soundbar market in terms of sales.
▲ On April 5, Samsung Electronics Serbia invited local media professionals to showcase the 2023 TV lineup and Lifestyle TV lineup.
Telegraf, a renowned local media, said: “It’s a great opportunity to get to know a lot of new devices at once, to see the whole Bespoke ecosystem. The new television devices are also impressive. “Home cinema” is something that interests us more and more, as well as readers.
Unbox & Discover, Samsung’s global launch event, provided a preview of this year’s product portfolio to a global audience, with experiences tailored for each local market. The event provided a platform for attendees to hear from product experts and see for themselves the range of innovative products ahead of their global rollout.
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