The primary objective was to launch the Galaxy S25 Edge in a way that would generate cultural relevance, cut through category noise, and drive early purchase intent among younger, tech-savvy consumers. AEON Point was tasked with delivering a premium experience that positioned the device as both technologically superior and culturally influential.
The strategy centered on a dual-audience model: an exclusive, high-impact live experience paired with a global livestream to deliver scale. Edge NYC was selected as the venue to physically embody the product’s defining characteristic — its ‘edge’ — while reinforcing Samsung’s commitment to innovation.
Planning focused on translating product features into interactive, emotionally resonant experiences rather than traditional product demonstrations. Engagement was organic: from AI-powered interactive experiences to creator-led content capture using the Galaxy S25 Edge. A performance by Grammy Award-winner, Doechii, anchored the experience and ensured authenticity with the target audience.
Execution required complex production planning with venue residency being only 36 hours, requiring solutions such as custom staging, creative environmental design, and customized broadcast engineering workflows to accommodate venue limitations. AEON Point developed contingency plans for weather, connectivity, and crowd flow, ensuring uninterrupted live and broadcast experiences.
The result was a seamless, high-energy experience that delivered both intimacy and global reach.
Samsung - Doechii: Live on the Edge stood out by transforming a smartphone launch into a culturally driven, multi-sensory experience that blurred the lines between entertainment, technology, and storytelling.
The most defining innovation was the first-ever live broadcast from Edge NYC, a venue never before used for real-time global transmission. AEON Point engineered a bespoke broadcast solution capable of supporting a 60-minute YouTube livestream from 100 stories in the air, turning a physical edge into a symbolic one.
The venue was reimagined as a surreal “swamp in the sky”, inspired by Doechii’s bold aesthetic and designed to visually differentiate the Galaxy S25 Edge from traditional tech launches and inspire an emotional connection with attendees. Rather than static demos, product features were translated into experiential moments:
The experience prioritized getting the Galaxy S25 Edge into the hands of guests, encouraging participation over presentation ensuring every guest interaction doubled as a product education moment.
By merging live performance, AI-driven interactivity, and cinematic broadcast storytelling, captured on Galaxy S25 Edge devices, the event delivered innovation not just in form, but in function. The result was a launch that felt less like marketing and more like a cultural experience, setting a new standard for experiential technology storytelling.
The campaign exceeded objectives across awareness, engagement, and business impact, demonstrating the power of culturally grounded brand experiences.
The global livestream reached 3.5 million viewers, extending the exclusivity of the live event to a worldwide audience. The launch generated 4.9 billion earned impressions, 217 earned media placements, and $123 million in estimated ad value, with coverage spanning top-tier outlets including Billboard, GQ, Elle, and Variety. Media attendance exceeded expectations by 166%, reinforcing the event’s industry significance.
More than 50 creator content pieces were produced and shared across social platforms, delivering high-fashion, high-impact visuals captured exclusively on Galaxy S25 Edge devices. The Doechii partnership drove a 512% surge in artist engagement, amplifying cultural resonance and social conversation. The event was widely described as a “high-tech NYFW moment,” positioning Samsung at the intersection of fashion, music, and technology.
Beyond reach and impressions, the experience drove tangible brand momentum. Hands-on interaction with Galaxy AI and camera features increased product understanding and desire, while the Doechii partnership delivered cultural credibility and emotional connection. Post-event analysis showed measurable lift in product buzz and early sales performance following the launch window.
By combining scale, innovation, and cultural storytelling, Samsung - Doechii: Live on the Edge delivered strong ROI and set a new benchmark for experiential tech launches, proving that immersive experiences can drive both brand love and business results.
