Overview
As part of Samsung’s mission to expand consumer touchpoints across Saudi Arabia, Cheil KSA developed and executed the Galaxy Experience Space, a modular activation designed to bring the Galaxy Z Fold7 and Z Flip7 closer to consumers through high traffic, strategic locations.
The project introduced multiple Experience Spaces running simultaneously, allowing consumers to explore devices hands on, test Galaxy AI features, and engage directly with experts. Executed across two major locations for one full month, the activation significantly strengthened product presence and drove an elevated discovery journey for both existing and new Galaxy users.

Objectives
1. Increase hands on exposure and real world product interaction for Galaxy Z Fold7 | Flip7.
2. Build a high impact, memorable experience that boosts consumer understanding of Galaxy AI features.

Creative Idea

The creative vision centered on bringing the Galaxy ecosystem to life, transforming mall environments into immersive, open access spaces that replicated the feeling of entering a “Galaxy zone.” Each Experience Space used clean modular architecture, interactive demo tables, vertical displays, and large format screens highlighting Galaxy AI capabilities.
By placing the devices within everyday public movement, the activation created organic discovery moments and encouraged people to “experience the Galaxy difference” through live demos, expert walkthroughs, and personalized product trials.

Insight & Strategy

Saudi consumers value tangible, real world interaction when evaluating premium devices. The strategy focused on activating high footfall environments, removing barriers to entry, and allowing consumers to directly compare their current devices against the new Galaxy devices. The modular format provided scalability and consistency, ensuring every location delivered the same level of immersion, excitement, and product education.

Execution

The campaign was executed through full in mall activation management, covering setup, daily operation, staffing, and on ground experience delivery across two major locations. This included designing and producing the modular space, developing all digital and static content, and managing on site device trials. Influencers and creators were integrated to generate social buzz, while social media, CRM, and landing page management ensured every visitor interaction was captured and nurtured. Continuous operations, data tracking, and community engagement ensured a seamless experience throughout the entire month-long activation.

Results

The Galaxy Experience Space delivered notable reach and engagement, reinforcing Samsung’s leadership in experiential marketing.

Total Performance
• 44.7K Visitors
• 11.7K Registrations

These results highlight strong consumer interest and demonstrate the impact of strategic, high visibility experiential touchpoints in driving product adoption for the Galaxy Z Fold7 | Flip7.