Seven Days of Unboxing was a seven day online event, leading up to the launch of the Samsung Galaxy S7. Throughout the week we released six videos, one for each day leading up to the launch, where we asked six characters to unbox the Galaxy S7 in secret, and then interpret it. On the seventh day we live streamed the public unboxing launch event of the new flagship phone.

We needed to carefully select which characters would unbox the phone, taking sharability, abstractedness of the work and fun into account. First, we thought about going from more abstract to less, as a natural transition into the revealing of the actual phone on day seven, but opted instead to put the llama on day two to maximise the PR potential, timingwise. In the end we had a child, a llama, an ice sculptor, a pastry chef, a metal artist and a grafitti artist unbox the Galaxy S7 and use their art to visualise it in six videos throughout the week, before broadcasting a live stream on the seventh day of the actual unboxing event from Barcelona.

The campaign site saw over 167 000 unique visitors, and even more people people saw the campaign by the over 1005 publications and over 123 000 social media interactions. The public found the campaign to be unexpected, interesting, cool and funny. In total, this nordic campaign had a reach of 71 million impressions, which in the end resulted in beating last year’s pre-order record by 200%, making it the most successful Samsung launch campaign to date.