To compete head-to-head with the Apple iPhone, Samsung Electronics initiated its Galaxy Studio 2012 market launch program showcasing its mobile handheld device products worldwide.
A mobile showcase was constructed for the first three months of the U.S. market program, kicking off in Times Square NYC and subsequently traveling to high-profile events and festivals. For the final three months of the year a forty-foot by forty-foot holiday pop-up store was installed in high-traffic locations within major retail shopping destinations in fourteen U.S markets.
Baby Bean was brought in to manage production and activation for the New York and New Jersey tour markets and retail locations. Logistics and vendor partnership responsibilities encompassed overall infrastructure including fabrication, IT and digital, transportation, venue and staffing management.
The 2012 program contributed to 20MM unit global sales in three months and a 48% increase in client profits over the prior year.
The NYC market that Baby Bean was responsible ranked number one of the program’s fourteen U.S. markets, prompting a three-month extension of the New York market activation.