Launch of new product portfolio with creative event

For the launch of the latest products on mobile and audio, Samsung wanted to build closer relationships with Danish lifestyle media and focus on the products' design and possibilities for creativity.

Every year Samsung launches a wide range of products in their different product categories globally. RelationsPeople has been working with Samsung for many years, and one of their tasks is to create publicity and awareness about the products in the Danish market through tech, lifestyle, and national media.

For this launch, Samsung wanted to build closer relationships especially with the Danish lifestyle media. With the latest products, Samsung focused on innovation, new shapes, creativity, and the courage to try something new. Therefore, the solution was a creative jewelry event where selected media outlets could experience the latest products in new surroundings.

The event was held at a jewelry workshop with a Danish designer who works with innovative design. The journalists were given the opportunity to make their own jewelry and option to ask questions to Samsung Denmark’s Country Manager Claus Holm and questions related to Samsung’s latest products. Afterwards, all journalists were offered to test the new products.

The aim at last year’s event was to give lifestyle media a unique insight into the innovation and technology behind Samsung’s foldable phones. Journalists were therefore invited to a glass studio where they could experiment with design, colour, and technique, by blowing their own creations and experience the material come to life.

Both events focused on building relationships with journalists.