After Hours is a training initiative we run on behalf of Samsung, designed to equip retail and contact centre sales teams with expert-level knowledge of the latest Galaxy devices. Held as a series of exclusive evening events across the UK,
Unleashing the power of the Galaxy S25 Ultra – A high-energy, immersive training experience
What is After Hours?
After Hours offers immersive learning experiences with the Galaxy S25 Series – giving sales staff early access, practical product demonstrations, and the confidence to engage customers ahead of launch.
The challenge
With the launch of the Galaxy S25 Series, Samsung needed to move beyond conventional training formats. They required a solution that not only introduced the latest devices
but also empowered sales teams to clearly articulate the value of Galaxy AI features—ultimately driving stronger product recommendations where it matters most: on the shop floor and over the phone.
What we did
We delivered six high-impact After Hours events across the UK, tailored to transform Samsung’s salesforce into passionate brand advocates. Each session was carefully crafted to blend expert-led instruction with interactive learning,
from Galaxy AI demonstrations to real-world sales scenario simulations. Exclusive device seeding and gamified elements further elevated the experience, ensuring staff walked away both knowledgeable and motivated.
The strategy & planning
To ensure success, we developed a strategic approach that focused on engagement, accessibility, and experience:
Maximising attendance: Strategically identified prime opportunities to engage the Elite & FSC network outside regular hours, ensuring a packed and energised event.
Unmissable event proposition: Crafted an irresistible experience that not only secured sign-ups but guaranteed attendees stayed engaged from start to finish.
Elite device seeding: Seamlessly introduced Elites to the cutting-edge Galaxy S25 Ultra, swapping out legacy devices while fuelling excitement for the latest innovations.
A training experience: Designed a multi-zone, gamified experience that brought the Galaxy S25 Series CXPs to life, inspiring compelling customer conversations.
The execution
Each event was brought to life with a branded, interactive format designed to deliver meaningful learning and engagement:
Branded interactive event zone: A five-zone journey where delegates explored, learned, and validated knowledge with a stamp card challenge to unlock the next zone.
Expert-led engagement: Hosted by Samsung MX Trainers, ensuring every attendee gained deep product insights in an interactive way.