Overview
For the first time in the Kingdom and the entire MENA region, Samsung executed a drone show as part of the official Unpacked event, creating a visually stunning moment for consumers, media, and visitors at Riyadh’s Boulevard City. This activation was designed to elevate the Galaxy S24 Series introduction and deliver a culturally relevant, high impact spectacle that matched the innovation of the product. The combination of immersive visuals, large scale public engagement, and premium event execution set a new benchmark for Galaxy launches in the region. 

Objective

1. Deliver a first-of-its-kind drone show in MENA to elevate the Galaxy S24 Series launch and set a new benchmark for Unpacked events.
2. Reinforce Samsung’s premium and innovative brand image through a visually striking, culturally relevant launch experience.
3. Drive large-scale awareness and organic buzz across consumers, media, and digital platforms through a high-impact public activation.

Creative Idea

The creative concept revolved around lighting up Riyadh for the Galaxy S24 Series. The drone show served as a symbolic and futuristic display, aligning with the S24 Series’ cutting-edge AI and camera innovations. The drone visuals showcased the S24 silhouette forming a synchronized show that introduced the device in a way that felt bold, modern, and deeply connected to the city’s energy.

Insights & Strategy 
Saudi consumers value experiences that feel premium, spectacular, and community-driven. Samsung utilized a drone show for its precision and high social shareability, specifically to showcase Galaxy AI and the new Galaxy S24 launch. This cross-channel approach integrated event management, social media management, CRM, influencer participation, and PR to ensure the launch reached a massive audience both on-ground and across digital platforms.

Execution

Samsung delivered a fully orchestrated launch centered on the drone show and on-site product reveal. The team managed permissions, operational setup, crowd coordination developed custom drone formations and animations in Boulevard City.

Media Management and PR teams curated a premium briefing experience for journalists, ensuring broad coverage across top Saudi and regional outlets. Tech influencers were invited to capture the event live, delivering extensive visibility across social media platforms.

Results
The Galaxy S24 drone show campaign marked a historic moment for Samsung in MENA, achieving outstanding visibility and public engagement. The launch achieved high footfall at Boulevard City with organic crowd formation. Samsung delivered a launch moment that was innovative, memorable, and culturally aligned with the Kingdom’s evolving entertainment landscape.