Creative Direction, Concepting, Concert Brand Activations: Behind-The-Scenes, On-Stage, Device-In-Hand

SAMSUNG: Galaxy Fanmade
Enhypen Concert

START YOUR ENGENSSS

Samsung wanted to position the Galaxy S24 as the device for Gen Z music fans, amplifying how they capture, share, and connect with their favorite K-Pop idols: ENHYPEN. We set out to close the “cool” gap with Gen Z, drive product consideration, and deepen Samsung’s cultural relevance in K-entertainment.  

Two young women smiling and posing together in front of a colorful flower wall, one holding a Galaxy FanMade box.
Promotional poster for Samsung Galaxy FAN MADE featuring a K-pop band in a neon-lit street scene with lightning in the background and a quiz invitation.

We tapped into what drives Gen Z:

  • Exclusive moments – Live concert + first-ever IMAX K-Pop stream

  • Social fandom – Co-created content, not just brand posts

  • Idol connection – Real-time translation, surprise performances, and shareable fan-first moments

350 ENHYPEN fans. One epic concert.

The campaign centered around a live concert with ENHYPEN, where fans experienced a show designed around the Galaxy S24’s most exciting features. For fans who couldn’t be there in person, Samsung delivered the first-ever live-streamed K-Pop concert in IMAX, bringing the energy of the event to theaters across the U.S. Fans became part of the experience, from surprising the band to co-creating content to walking away with exclusive merch that turned the night into something truly unforgettable.

A stage with bright blue and purple lighting, a large digital screen displaying colorful artwork, and a group of people sitting cross-legged on the stage. The audience is standing and taking photos in a darkened auditorium.

And the results…

  • 204.8B+ total impressions

  • 550+ pieces of fan-created content

  • 4,924 contest entries, all spots claimed in 24 hours

  • 221% lift in engagement on Samsung’s Enhypen announcement post

3 CLIO AWARDS
Experience/Activation – Silver
Partnerships & Collaboration – Bronze
Fan Engagement – Bronze

SHORTY AWARDS
Music & Dance – Bronze

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