The challenge

In early 2024, Samsung came to us with its next challenge: plan and host Samsung’s first ever ‘After Hours: Elite Exclusive’ seeding events across eight locations over a 4-day period.

Samsung was after an impactful training experience that would give delegates the in-depth, hands-on knowledge they needed to confidently demonstrate, recommend and sell the new Galaxy S24 Series and Galaxy AI features in-stores.

What we did

–  By popular demand from Samsung Elites themselves, we brought back in-person training since their 2020 hiatus meaning delegates received a truly personal experience

–  Seeded devices and supported delegates in migrating all content and data from their old mobiles to their brand-new devices

–  Created a seamless AI walkthrough in each venue with dedicated zones that simulated real life situations allowing delegates to explore each AI feature and test their understanding on their new devices. The zones focused on Gaming, Nightography, Circle to Search with Google and Photo Assist device features

–  Assigned our MX National Trainers to host the zones and facilitate the learning experience, answer any questions, and support with demos

–  Designed and facilitated interactive competitions, photo stations, and unique opportunities to put the new device features into practice – like a drink’s menu in a different language, giving delegates the chance to use the Live Translate feature to order their drinks

–  Awarded ‘Galaxy AI Expert’ kit bags to everyone for successfully completing the training. These were filled with Samsung goodies and training tools to equip them for demos back at their stores and contact centres

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8 elite events hosted across 2 weeks

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386 attendees trained

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134 Galaxy S24+ devices seeded

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4 Galaxy AI feature zones

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Gaming zone

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Nighto- graphy zone

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Circle to Search with Google zone

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Photo Assist zone



NPS score


Experience zones score


Hosting score for MX Trainers


Registration score

Our partners at Blue Square supported us with transforming how we deliver ‘After Hours’ events to bring an enriched and intimate experience that they all loved.

David Thompson (SEUK Head of MX Training)
Injecting X Into EXperience

Blue Square Specialisms

Blue Square X
Event Management
Staff Engagement

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