Developed creative concepts for an employee event to build interest, excitement and sales for the new Samsung Galaxy S4 with Sprint employees. Wove a story around each theme, with creative copywriting to bring concepts to life--vividly presenting each idea to Samsung executives for consideration.

2. Overview : Objectives
Build interest, excitement and sales
for the new Samsung Galaxy S4 with Sprint
employees
Deliver an innovative, fun,
experiential event aligned with the GS4’s
KSPs to build talk-value and mindshare
2

3. 3
Primary: Sprint employees
Secondary: Employees of other
companies on campus
Overview : Audience

4. 4
Venue: Winter Garden
Sprint HQ, Kansas City
Time: 10am-2pm
Overview : Location + Time

5. 5
Concept #1

6. 6
The Samsung Galaxy S 4 unites
imagination and innovation. Flip through
your photos and get a preview of each
shot just by hovering your finger. Read
an article even if your hands are full.
It’s amazing in a whole new way.
Concept # 1 :: World’s Fair – Featuring Samsung Nation

7. 7
As Sprint employees and other business professionals
enter the Winter Garden, they step into the world of
Samsung. A world where imagination is unlimited and
innovation delivers what you never knew was
possible.
In a Samsung World Fair environment, three pavilions
comprise the Galaxy S 4 Nation, capitalizing on the rich
history of the World’s Fair as a venue for branding nations
and unveiling inventions. And the Samsung World’s Fair has
the invention of all inventions to reveal... The Next Big Thing.
Ambassadors from the S 4 Nation welcome attendees with a
map of the pavilions, raffle tickets, a T-shirt, and a bounce
back offer to “Join the S 4 Nation” at the Sprint retail store
on campus.
Concept # 1 :: World’s Fair – Featuring the S 4 Nation

8. Pavilion #1
In the S 4 Nation –
“Every Moment
is Beautiful”
Features: Dual Capture, Drama
Shot, Eraser, Live Filters, Story
Album
Premise: With a 13 MP camera,
5” 1080p display and custom
shooting modes—the S 4 makes
every moment beautiful.
Concept # 1 :: World’s Fair – Featuring the S 4 Nation
Detail:
• A high-energy, professional on-set photo shoot
is taking place. The camera is…not your typical
DSLR, but rather an S 4—the only smartphone
with the right set of tools and features to make
every moment beautiful.
• A photographer is taking shots, both of S 4
Nation models, and attendees, demonstrating
Dual Capture and – naturally – Drama Shot. As
frames are captured, he shares images with his
assistant, displaying them on a big screen.
• As pictures are displayed, the assistant
performs touch ups, erasing unwanted
elements and applying live filters to capture the
mood.
• Story albums are on the table next to the
assistant showing how a printed photo book
can be delivered right to your door.
• Some of the better photos are printed large
format to show stunning image quality. Reps
are ready with demo phones to answer
questions and interact with attendees.
8

9. Pavilion #2
In the S 4 Nation –
“Anything is Possible”
Feature: Air View, Smart Pause,
Smart Scroll, Air Gesture,
WatchON, Samsung Hub
Premise: With features that
allow you to do things you never
knew were possible, the Samsung
Galaxy G S 4 is amazing in a
whole new way.
Concept # 1 :: World’s Fair – Featuring the S 4 Nation
Detail:
• An MC hypes the crowd, teasing the reveal of
new features so amazing, you’ll have to see them
to believe them. He asks the audience to
“imagine if you will” a phone so in sync with your
every desire—that a simple wave of your hand, or
hover of your finger is enough to command it to
do your bidding.
• As he proceeds through the scripted presentation,
he engages members of the audience, asking
them to come onstage to experience The Next Big
Thing, as he demonstrates features including Air
View, Smart Pause, Smart Scroll and Air Gesture—
a large screen providing close-up shots of the
action.
• “But wait, there’s more!” The camera zooms in on
the screen, as he walks the audience through
Samsung Hub. Then points the phone at a
flatscreen TV, turning it on and browsing content
from his custom TV guide using WatchON.
• Reps are at high-boy tables ready with demo
phones to answer questions and interact with
attendees.
9

10. Pavilion #3
In the S 4 Nation –
“Wishes Come True”
Feature: Multi-window, SAFE and
Knox, Polaris
Premise: Designed to make the
little things easier—the Samsung
Galaxy S 4 does all the things you
always wished your phone could
do.
Concept # 1 :: World’s Fair – Featuring the S 4 Nation
Detail:
• Join our moderator “Gene E. Galaxy” as he walks
a panel of Samsung “Imagineers” through a
series of questions revealing how the S 4 unites
innovation and imagination to make your wishes
come true.
• Learn how Samsung is breaking the rules, with a
phone that allows you to do things you never
thought possible—like using two apps side by
side, editing documents on your phone, or
working without worry on your office network.
• Planted reps, disguised as audience members, ask
pointed questions, creating new opportunities to
showcase the unique KSPs of the S 4.
10

11. Other activities will complement
the stations, including:
• Themed expo food from “Around the World of Samsung”
• A raffle every 30 minutes for a Samsung tablet or G S 4
• On-site engraving for device winners
FMRs will be on hand to demo phones throughout the crowd
Concept # 1 :: World’s Fair – Featuring the S 4 Nation
11

12. 12
Concept #2

13. The Samsung Galaxy S 4 does what you
want and what you didn’t know was
even possible. Control your TV right
from your phone and watch what you
love when you want. Preview photos and
files or read a news article without ever
touching the screen. Magic? Kind of.
Concept #2 :: It’s Magic
13

14. Concept #2 :: It’s Magic
As Sprint employees and other business
professionals enter the Winter Garden, they are
surrounded by vivid lighting and theatric backdrops,
teasing the spectacular events about to take place.
A variety of stations are set up, all designed to perform
“feats of wonderment”– just like the Samsung Galaxy S 4
Each station is themed around a unique type of magic—with each trick,
illusion, or act inviting the audience to experience the magic of the S 4.
As attendees arrive, they are greeted by magician’s assistants and given
a welcome “magic kit” containing themed branded giveaways, raffle
tickets and a bounce-back offer to the Sprint retail store on campus.
14

15. Concept #2 :: It’s Magic
Station #1
“Disappearing Act”
Feature: Eraser, Dual Capture &
Story Album
Premise: Background distractions
and limitations disappear, with the
magic of the Samsung Galaxy S 4’s
advanced 13 MP camera.
Detail:
• Green screens are set up, featuring backgrounds
from fun, irreverent locales. Always wanted to run
with the bulls in Pamplona? Now is your chance.
Attendees move in for the shot, taken with the S
4, but right as it’s captured….PHOTOBOMB. No
problem, the S 4 has you covered.
• Staff then takes the opportunity to demo how the
eraser feature can make it disappear, with one
touch. Branded photo souvenirs are printed on
the spot.
• Also being demonstrated is how the dual capture
feature makes limitations disappear- nobody
around to take that shot of you with the bulls?
Watch how easy it is to take the picture and put
yourself in the shot.
• Sample story albums are on site, showcasing how
easy it is to catch any moment, keep every
memory with the S 4.
15

16. Concept #2 :: It’s Magic
Station #2
“The Mindreader”
Feature: All
Premise: The Galaxy S 4 gets to
know you so well that it can even
read your mind. Finally, a phone
things the way they should be
done – your way.
Detail:
• Cocktail tables are strategically placed around a
raised stage where a mentalist asks leading
questions to audience members, revealing the
KSPs of the S 4 along the way.
“I’m sensing that recently you missed a call while
you were driving…because you didn’t have Air
Gesture.”
• Reps are positioned at the tables with S 4s in
their hands. At key points during the 10 minute
routine, the mentalists telepathically “projects”
his thoughts to a demo S4—which lights up on
cue with a text message revelation. In between,
reps perform demos for curious audience
members.
• As attendees filter in and out, hors d’oeuvres are
passed, encouraging them to stay and learn
more about the things they wanted and didn’t
even know were possible.
16

17. Concept #2 :: It’s Magic
Station #3
“Soothsayer”
Feature: WatchON & Samsung
Hub
Premise: With a custom TV
guide designed just for you, the
Galaxy S 4 knows what you want
to watch, even before you know.
Detail
• Large screens set the stage for a card trick of
galactic proportions. As participants step up to meet
the soothsayer, they are asked to draw a card. Each
card is Samsung branded on one side, while the
other side features screenshots from various
amazing titles offered through Samsung Hub, within
the screen of the S 4.
• Attendees will be asked to think about what’s on
their card and…like magic…the soothsayer will
make it appear on the big screen, because he
knows what you want to watch- just like the Galaxy
S 4.
• There is an area where reps are demonstrating the
ease of WatchON and finding movies, shows, music
and e-books on Samsung Hub.
• The branded cards will serve as takeaways, and
nearby card tables will serve up food to the players.
17

18. Concept #2 :: It’s Magic
Station #4
“The Levitator”
Feature: Air View, Air Gesture &
Smart Scroll
Premise: Unite imagination and
innovation. Make things hover
above the screen of your S4 as
you wish. Command your S4 with
a simple wave of your wand hand.
Detail:
• A surface-like display features a large, interactive
Galaxy S 4. A skilled magician performs a
breathtaking feat—appearing to make the image
of a coin displayed on the screen levitate,
hovering over the screen.
• With a gesture, he moves it from side to side—
both in the air and on the surface of the S 4.
• As a follow up act, he pulls a chain of kerchiefs
straight out of the screen.
• As his final act, he holds a beautiful S 4 in his
hand, it’s screen a perfect reflection of the
screen on the surface display. He tilts the S 4
and like magic, the screen changes on the
surface display as well.
18

19. Concept #2 :: It’s Magic
Station #5
“The Illusionist”
Feature: Multi-Window
Premise: The S4 gives you twice
as much fun. With Multi-Window,
you can easily split screens in
two, so you can do the things
you’ve always wished your phone
would do.
Detail:
• It’s an illusion that will crack you up…literally.
Step into the magicians box in front of the
green screen, and watch on a giant overhead
display as the illusionist cuts you into two
pieces!
• Overhead, a large screen displays the original
image, with the stage set for the trick. The
illusionist begins sawing and POOF…one
image becomes two. The two halves framed
contextually inside of multi-windows on the
S4 with a Facebook photo post in one and an
MMS in the other saying “Now I’m twice as
awesome, thanks to the S 4!”
• Snacks will be provided nearby…in twos.
19

20. Concept #2 :: It’s Magic
Other activities will complement the stations,
including:
• Themed food and street magic performers around the venue
• Giveaways of Samsung-branded magic-themed swag
• A raffle every 30 minutes for a Samsung tablet or G S 4
• On-site engraving for device winners
FMRs will be on hand to demo phones throughout the crowd
20

21. 21
Concept #3

22. 22
The Samsung Galaxy S® 4 does the
things you always wished your phone
could do. Skip channel surfing and
change the TV channel right from your
phone. Use one screen to check
Facebook® as you catch up on email.
Do things the way they should be
done—your way.
Concept #3 :: The Great Leap

23. 23
As Sprint employees and other business professionals enter the
Winter Garden, they are transported to a whole new reality. A
reality where your phone does what you always wished it would
do—because it’s a Samsung Galaxy S 4, and it does things the way
they should be done. Your way.
It’s a great leap forward, and the experience of getting to that place should
feel the same. They step into a portal-like environment, dry ice enveloping
them as they pass through—to another Galaxy.
Arriving in the Samsung S 4 Galaxy, they are greeted by crew members
and given a “Guide to the Galaxy” welcome kit containing branded
giveaways, raffle tickets and a bounce-back offer to the Sprint retail
store on campus.
They’ll be introduced to three realms in the Samsung S 4 Galaxy,
demonstrating how the S 4 smartphone takes “smart” to a new
dimension.
Concept #3 :: The Great Leap

24. S 4 Realm #1
Visit a realm that offers –
“Cosmic Images at Out-
of-this World Quality”
Features: Dual Capture, Eraser,
Drama Shot, Live Filters, Story
Album
Premise: With a 13 MP camera,
custom filters and live animations
—the S 4 bends time and reality
in breathtaking detail.
Concept #3 :: The Great Leap
Detail:
• Three photo backdrops featuring cosmic scenes
are set up for attendees to capture this moment
in time and space.
• Space-themed costumes and props are available
for photo shoots- taken by reps as well as by
attendees using Dual Capture mode.
• The backdrops, by design, include elements that
can leveraged to easily showcase the Eraser and
Live Filter features.
• “Story Albums” are on the table next to the
assistant showing how a printed photo book can
be delivered right to your door.
• Reps are ready with demo phones to highlight
Drama Shot, answer questions and interact with
attendees.
24

25. Realm #2
Visit a realm that offers –
“Instant Blast-Off
Entertainment at Zero
Gravity”
Feature: Air View, Smart Pause,
Smart Scroll, Air Gesture,
WatchON, Samsung Hub
Premise: Loaded with high-
octane entertainment ready to
take off at any moment, the S 4 is
geared for a good time.
Concept #3 :: The Great Leap
Detail:
• A high-tech Mission Control station sets the
stage for a journey into a new dimension of
responsiveness.
• Crew member reps instruct galactic travelers to
strap in and take the controls, steering the S 4
into new territory.
• Large screens capture the action up close as
travelers grab the gears of the S 4 and get
ready for take off. At zero gravity—their fingers
float over the screen of the S 4 as they
perform essential functions using Air View,
Smart Scroll, Air Gesture and Smart Pause.
• Demo stations showcase the S 4 appearing to
float at Zero G, with its Commander nearby to
answer questions.
25

26. Realm #3:
Visit a realm that offers –
“Space Landing at
Destination Possible”
Feature: Multi-window, SAFE and
Knox, Polaris
Premise: Breaking all the rules –
the Samsung GS 4 creates order
from chaos when your worlds
collide.
Concept #3 :: The Great Leap
Detail:
• Unlike splitting an atom, when the G S4 screen is
split in half, the results are far from random…order
is created from chaos.
• A “Speed of Light” contest encourages attendees
to perform a challenge for prizes. S 4’s are
displayed side by side on pedestals with monitors
above them for easy spectator viewing.
• The challenge? How fast they can split the screen
in two, and perform dual tasks. On one side of the
screen they must open a custom app that reviews
KSPs and asks questions about multi-window,
SAFE, Knox and Polaris.
• On the adjacent screen, they must access the
custom Twitter feed and provide correct answers.
All contestants get space swag for participating.
• Crew members are on hand to demo phones,
answer questions and interact with attendees.
26

27. Other activities will compliment the stations,
including:
• Themed food from out-of-this-world
• A raffle every 30 minutes for a Samsung tablet or G S 4
• On-site engraving for device winners
FMRs will be on hand to demo phones throughout the crowd
Concept #3 :: The Great Leap
27