THE CHALLENGE

To communicate the launch of the Galaxy A product line in the European market in a disruptive and original way, coinciding with its launch in Asia and America.

THE EXPERIENCE
A unique and original format featuring a double event on the same day.

The first event, held late in the morning, was aimed at journalists, influencers, partners, and top clients, featuring the presentation of the product line and experiential areas for product testing. The second event, in the evening, was dedicated to the target audience—Millennials and Centennials—with a grand musical show hosted by Gianluca Gazzoli.

The European launch (Milan) was live-streamed alongside the global launch (Bangkok) and the South American launch (São Paulo). The event’s setup was impressive, designed to support multiple scene changes: from product presentation speeches to the most spectacular performances, including the Jologik crew, a live performance by Fedez, and DJ sets by Federico Gardenghi and Valentina Sartorio.

Beyond the Live Show, attendees could immerse themselves in an experiential world featuring two distinct product exhibition areas: one more traditional, showcasing over 100 products with the support of 30 trainers, and the other more playful, aligned with the target audience.

The event was created in collaboration with Cheil Worldwide.