BACKGROUND 

Winning over Gen Z cannot be declared, it has to be earned. Highly exposed, volatile, and deeply connected to cultural codes rather than product discourse, this audience is more receptive to brands perceived as desirable, cultural and experiential. For Samsung, the challenge was clear: How to motivate Gen Z to come and try its products including its latest generation of foldable smartphones in a context where attention is increasingly captured in the street, through events and entertainment, rather than in traditional retail environments? 

SOLUTION 

Cheil France orchestrated a city-wide “Paris Takeover”: a blue wave designed to establish Samsung as a visible, vibrant and culturally connected cool tech brand. The activation was built around several complementary highlights:
- An experiential pop-up of 250 sqm under the Forum des Halles canopy, combining playful immersion into the Samsung universe, hands-on product discovery, drive-to-store mechanics and an exclusive concert by Theodort, amplified by a strong and affinity-based influencer strategy
- A presence at Paris Plages, offering spontaneous and accessible product experiences, right in the heart of the city and aligned with summer usages. An event activation at Saint-Lazare train station, linked to the Samsung x GP Explorer partnership
- A Samsung city-tour bus, transforming Paris into a mobile and immersive media channel
- An urban ecosystem designed to multiply touchpoints, create repetition and embed Samsung within Gen Z cultural codes 

RESULTS 

At the Forum des Halles pop-up:
- 3,800 visitors per day on average, vs. 100 visitors/day in Samsung Experience Stores
- Dwell time doubled: 9 minutes vs. 4 minutes on average
- 850 product demos per day
An activation that transformed Samsung’s presence in Paris into a cultural experience, generating traffic, engagement and desirability, while reconnecting Gen Z with Samsung products at scale.