Samsung IFA Press Conference

Samsung IFA Press Conference and global product launch in Berlin for an audience of over 2000 press, vloggers, bloggers and early adopters in a seven-week timescale. The challenge was to change guest perceptions of what the IFA experience feels like, by taking it to the next level. Each activity was grounded in a meaningful, social experience and aimed to surprise and delight. By pushing boundaries and avoiding formulaic ideas, guests were motivated to discover products as part of a much wider experience.