▲ (left to right) Sarah Larsen Tobin, Vice President of Home Entertainment Marketing, Samsung Electronics America, discusses domestic art “Greater Than Ever + Connected Living” with renowned American businesswoman and queen Martha Stewart; Carl Nassib, American professional football player; and Rosario Dawson as Lara from Men in Black II on April 4 at Samsung 837, Samsung’s new experience store in New York City.
Unbox and see 2023: An In-Depth Look at the Global Launch Event
Samsung’s global subsidiaries launched Unbox & Discover (U&D) 2023 in April to showcase new models in local markets and take pre-orders for new products. After a three-year hiatus from holding an in-person event due to the pandemic, Samsung held its first offline U&D event to showcase its latest innovations.
Major subsidiaries around the world, including the United States, Australia and Singapore, held the event at special locations, bringing together key vendors, media and influencers to showcase the innovative experience of Samsung’s Neo QLED 8K-based 2023 TV models.
The theme of this year’s U&D event was Global One Launch. All of the participating partnerships held events with both in-person and virtual components around the world at the same time. The Samsung Newsroom takes a closer look at Unbox & Discover 2023, which offers a rich customer experience in iconic locations around the world.
▲ Samsung Electronics America’s U&D Show at Samsung 837 was packed with media and influencers. The affiliate streamed the event on its official website for those who couldn’t make it.
Developing partnerships with authors in America
Samsung Electronics America introduced the Samsung Neo QLED 8K and 4K devices, highlighting advanced features and larger screen sizes. The company has added a 98-inch ultra-wide model to its lineup and unveiled more sophisticated and game-changing technologies such as automatic HDR reprocessing and 8K AI upscaling. Among other media outlets, TechRadar praised the QN900C in the Neo QLED 8K model for its industry-leading picture quality, saying, “There were a lot of moments when I silently said ‘wow’ while watching, and that’s not what I was doing. . With every TV I check.
Samsung Electronics America plans to actively partner with various creators on a series of digital content to showcase how Samsung home entertainment products enhance connectivity and personalize experiences that enhance our everyday lives.
Samsung Electronics America also launched a limited-time offer to celebrate U&D. Customers who purchase the QN800C or QN900C from Samsung’s official website or retail stores before April 16 will receive a free 32-inch frame.
Samsung Lifestyle Modeling in Australia
Globally, Samsung Electronics Australia hosted a U&D offline event targeting key retailers, VIPs, media and influencers at the WatersEdge store in The Rocks, Sydney. Samsung Electronics Australia displayed its range in different rooms of the model home to illustrate its ‘Screens for Every Experience’ theme. Various scenarios were played out to show visitors how Samsung TVs fit seamlessly into users’ lifestyles.
▲ Jeremy Senior, Vice President of Consumer Electronics, Samsung Electronics Australia, explained the Neo QLED 8K technology to visitors.
▲ Influencers attended the event to see new programs and share content in real time on social platforms. They enjoyed their time with Samsung’s 2023 line of TVs and experimented with various Calm Tech scenarios using SmartThings.
▲ Samsung Electronics Australia shared interactive content on social media showing demonstrations from the event.
▲ Aaron McNamara, AV, Product Manager, Samsung Electronics Australia explained the picture quality and capabilities of Samsung OLED to highly interested attendees.
▲ Well-known Australian interior designer and stylist Briellene Turton hosted a U&D event, presenting visitors with different usage scenarios.
Making noise at Singapore’s Marina Bay Sands
▲ Samsung Electronics Singapore hosted U&D 2023 for retailers, media and consumers from April 4-6 at Marina Bay Sands. Visitors took part in a guided tour of the event, which covered eight areas. After the visit, visitors took to social media to share their experiences with the new products.
▲ As part of the first part of the virtual event, Samsung Electronics Singapore posted a live image of the event on its official Instagram account. At the event, Samsung Electronics Singapore President Dennis Jang introduced the Neo QLED 8K to attendees (right).
▲ Visitors were treated to a guided tour of the Samsung Neo QLED 8K picture quality and features. The 28 media professionals who joined the event said that the demo areas helped them better understand the possibilities of television. In particular, visitors were treated to scenarios for ultra-wide TV screens at home, as well as the Home Cinema booth and the Sustainability booth, which showcased Samsung’s sustainability efforts.
▲ At Singapore U&D 2023, the CEO of the National Gallery of Singapore and representative of Dolby Atmos gave a keynote speech about their partnership with Samsung Art Store and their efforts to enhance the audio-visual experience for users.
Close experience with screens in Europe
European subsidiaries, including Germany, the UK, the Netherlands, Hungary and Serbia, also hosted the U&D event online and offline, garnering local media attention. The partnerships have been running a countdown to U&D on their website since April 5 to generate excitement and conversation ahead of the event.
▲ On April 5, Samsung Electronics Hungary brought together ten media professionals focused on technology, lifestyle and interior design for a first-hand look at Samsung’s 2023 TV line-up.
▲ Samsung Electronics Hungary gave the media an intimate experience to impress the crowd and give the new product design the space it needed to stand out.
▲ Media and product reviewers also saw Samsung’s flagship Q-series soundbar from last year. Samsung is also the leader in sales of the global soundbar market for the ninth year in a row.
▲ On April 5, Samsung Electronics Serbia invited local media professionals to present their 2023 TV line and Lifestyle TV line.
The famous local media Telegraf said: “This is a great opportunity to get acquainted with many new devices at once, to see the entire Bespoke ecosystem. The new TV sets are also impressive. “Home cinema” is more interesting for us and readers.
Unbox & Discover, Samsung’s global launch event, offered a preview of this year’s product portfolio to a global audience with experiences tailored to each local market. The event provided a platform for attendees to hear from product experts and view the range of innovative products ahead of their global market launch.
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