In preparation for the Unpacked event that would redefine the standard of a smartphone, Samsung Electronics hoped to establish its Galaxy’s brand identity which has always challenged the conventions and striven for innovations that would shape the world. At the same time, Samsung wanted to share the tiger’s incredible energy and provide a moment of awe to those who have been affected by ongoing pandemic so as to free them from the distress and allow them to feel joy even for a brief moment.

Greeting the Year of the Tiger, Galaxy S22 made an entrance as the tiger. Tiger has long been considered a mighty guardian angel and its bold and brave character resonated with Galaxy brand. Especially, its exceptional night vision well represented the quintessential Nightography feature of Galaxy S22. With the tiger breaking out of the screen without hesitation, it embodied Galaxy’s brand identity of challenging convention and advancing with innovation. The announcement of the Unpacked event left a deep impression on people by symbolically representing them striving and thriving in the face the Covid-19.

For those who have been waiting for Samsung’s new Galaxy S22, “Tiger in the City” was supposed to act as a teaser or a sneak-peek into the 2022 Unpacked event where the new Galaxy S22 series was introduced. Through a giant, a real-life-looking 3D tiger display, Samsung wished to surprise the crowd while arousing curiosity about what the tiger has to do with Galaxy S22. It needed a wow factor that could impress the consumers who are hustling day and night in the fast-paced city.

Five of the world’s most vibrant cities—New York, London, Dubai, Kuala Lumpur, and Seoul— were chosen for display where constant traffic was expected.

On Feb 4th, “Tiger in the City” was aired on the above-mentioned digital out-of-home sites. For the sites in New York, London, and Dubai, it lasted for four days ending on Feb 8th, and for the rest (Seoul and Kuala Lumpur sites), it lasted for five days ending on Feb 9th.

A larger-than-life tiger was simulated as three-dimensional giving the big impression of breaking out of the screen and jumping into the crowd.

- Preorders for the Galaxy S22 series have more than doubled compared to those of the Galaxy S21 series.

- The number of media coverage: 441 domestic and abroad

- Social media interactions: 15.6 million

- More than 60.2 million watched the Unpacked Live Stream in the 24 hours of the event.