"Unboxing" a Galaxy.

Surprising, delighting and supporting Samsung retail staff.


As part of their launch of the Galaxy S8 mobile phone, Samsung tasked THINK with development of bespoke launch packs. The primary objective was to support day-to-day needs of staff at retailers across channels including Vodafone, Optus and Telstra. Furthermore, the packs were to needed to support  Samsung’s customer support centres too. The pack was to incorporate a range of branded merchandise – detailed with the branding of the new device.


THINK began by examining the Samsung case history of launches and launch events. This allowed us to identify components of launch strategies that had gained significant traction for the brand in the past. Research was paired up with the results of workshops conducted by THINK. Insights from this research led us to present a shortlist of fun, exciting items to delight and benefit staff.

Having secured approval from Samsung for a range of merchandise options, THINK set about manufacturing, assembling, distributing and delivering a bespoke launch pack – to over 500 outlets – including:

  • Stationary
  • Lollies
  • Features & Benefits Cards (in booklet, lanyard-card and wheel-chart formats)
  • Novelty “Face Mats”
  • Decorative magnets
  • Stickers
  • Letter to Samsung Retail Staff

Tracking of goods throughout the distribution and delivery stages ensured the arrival of packs into stores on-time for launch activities.


The pack was widely welcomed as an essential toolkit for staff to use during both the launch activity phase. In addition, use of the packs continued well into the after-sales support period too. The pack also introduced a number of functional and whimsical items to act as brand touch-points for the new device.

The delivery of these items in tailor-made Samsung-branded boxes (as well as carrier bags) bolstered the “unbox your phone” theme that surrounded the launch activity. This ensured delivery of a highly-integrated marketing tool to Samsung staff that has proven to be a popular and important part of their sales support package.

  • Research & Strategy
  • Concept Development
  • Manufacturing
  • Fulfilment
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