Afterhours events provide dynamic launch for Samsung’s most advanced smartphones yet

When Samsung launched its unique Galaxy Z Fold4 and Galaxy Z Flip4 phones in August 2022, it tasked Blue Square to deliver a tour of live face-to-face Afterhours events across the UK and Ireland.

The aim was to introduce the flagship models to its channel partners in a way that the breadth of features could be best showcased, remembered and recommended to consumers.

Complexity made memorable

The new Z Fold4 and Z Flip4 phones pushed the boundaries of what smartphones can do. Perfect for multi-tasking, gaming and photography at any angle, the extensive range of features of the new models could have been overwhelming for channel partners.

Blue Square therefore needed to create a live event that made it easy for Samsung’s partners in retail stores and call centres to compare both models and explain the features and benefits of both to consumers.

A presence across the UK and Ireland

Blue Square first mapped the event tour schedule, targeting key city centre locations. With bars in 18 different cities (including Cardiff, Glasgow and Belfast) and a lively atmosphere, the Revolucion de Cuba chain provided the ideal venue for the return to Afterhours events.

Having delivered several virtual new product events during and post-Covid lockdowns, these first face-to-face events would be a great opportunity for people to connect and bring the new foldable product innovation to life.

Experiential training across four zones

With a brief to grow awareness of foldable technology, land key training messages and enable partners to recommend the new phones confidently, Blue Square brought the learning to life by designing experiential training zones.

The four Experience Zones – FlexCam, Multi-tasking, Gaming and Entertainment – provided fun hands-on activities aligned to Samsung’s launch strategy.

Games added a sense of competitiveness to the training and prize draws gave Field Sales Consultants (FSCs) and contact centre (CC) agents the chance to win epic prizes such as lifestyle vouchers, GalaxyBuds2 Pro and Galaxy Watch5.



Connecting people and driving engagement

Nothing builds brand loyalty and advocacy better than connecting people and products at live events.

Driven by the talented Blue Square training team, the 9 events taking place between 16 and 30 August 2022 connected people in a way that hadn’t been possible for over two years.

They brought excitement back into retail, offering customers a new experience exploring the Galaxy Z Fold4 and Z Flip4 features.

Importantly, the events instilled confidence in channel partners who would be promoting the new foldable series, and helping to enhance customer engagement, conversation, demonstrations and recommendations.

End-to-end event management

Blue Square took over the full management of the Afterhours events.

The team created an end-to-end invitation ticket website, designed the event branding and digital leaflets to drive channel partner RSVPs across Samsung Backstage Platform and promoted the events via social pages and channel intranet sites.



advisor engagement across the 9 locations


channel partner prize winners


of attendees rated 5/5 for the event meeting their expectations


on overall experience


on likelihood to attend next Afterhours event

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