Challenge

Launch a flagship phone into one of the most competitive categories there is. Samsung needed awareness for the S25, new customers in its Brand Store, and proof that live shopping could work in Europe.

Insight

European shoppers want to experience products, not just read about them. Live video gives tech buyers the demo, the expert and the conversation, all on the page where they buy.

Idea

Turn a phone launch into a live show unboxing you can shop.

Moyo Ajibade and Gee Nelly joined Team Galaxy expert Luke Norbury to put the Galaxy S25 Ultra through its paces, live on Amazon. Features shown, not told.

Viewers asked questions in chat and the hosts answered on air. Every featured product sat one tap away in a carousel under the stream, with widgets redesigned in Samsung's brand identity.

It was the first Amazon Live in Europe, and the template for advertisers to follow on Amazon.

Impact

• 22.3K visitors on day one, 20.2K new to store

• 25.3K page views during the live event

• 52 seconds average dwell time per viewer

• 32% of campaign sales influenced by Amazon Live

• First Amazon Live event in Europe

• Scaled across Europe for Samsung's next technology launch

People

• Creative Director: Matthew Swan

• Art Director: Ariana Velazquez-Mondragon

• Program Manager: Georgia Manning

• Design Technologists: Michael Mammoliti & Mirko Cappai

• Copywriters: Mercedes Lucena & Josie Burns

• Consumer Tester Program Management: Pinc Solutions