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It's Samsung’s showtime at Westfield Centro | Westfieldrise
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It’s Samsung’s showtime at Westfield Centro

Keyfacts
  • Major kick-off gig
  • Large-scale media campaign throughout the centre
  • Interactive pop-up store

A first-rate pop-up event attracted crowds of visitors to Westfield Centro in Oberhausen on 1 February 2023. Samsung celebrated the global launch of its new Galaxy S23 series and got the brand’s very first interactive pop-up store in Germany off to a spectacular start with a concert by rapper Ski Aggu and hip hop group 01099. Visitors to Westfield Centro will have the opportunity to discover more about the South Korean electronics manufacturer’s high-tech offerings in a unique atmosphere until 18 March.

Launch event plus music gig

Samsung really pulled out all the stops for this launch campaign, using all available advertising space in the Mitteldom to great effect. As well as the UDS 360° screen and huge ceiling banners, Samsung also ‘took over’ the columns, the escalators and all interior and exterior surfaces of the lift, showcasing the promotion stand which had pride of place in a central position. A stage was also constructed to get the product launch off to a spectacular start. The music act really worked the enthusiastic audience and ensured a ‘full house’ on the ground floor and upper floor of the Mitteldom. The event attracted great crowds, especially young people, to the promotions area, with many staying on after the concert to familiarise themselves with Samsung products.

The ‘Galaxy Experience’ also gives people the opportunity to try out Samsung’s latest smartphones, tablets and notebooks during the promotional period, even before the official sales launch. While knowledgeable staff advise on the powerful Samsung products in the promotions area, the adjacent “Meet your next Galaxy!” activity zone offers visitors the chance to win one of the new flagship models.

Unmistakeable presence

The comprehensive Galaxy Experience campaign is not limited to the Mitteldom, with widespread entrance branding, a giant poster at Car Park No.7 and a digital branding in the ‘Coca Cola Oasis’ food court ensuring an extensive brand presence throughout the centre.

Impressive Samsung promotional campaigns at URW centres actually have something of a history, in fact the electronics company had used a pop-up campaign in the Riem Arcaden in Munich and in Cologne’s Köln Arcaden to present its S22 series. Samsung has also inspired many visitors in recent years in Westfield Shopping City Süd and the Westfield Donau Zentrum (the latter in conjunction with Fortnite).

That said, the combination of gig-assisted launch and pop-up installation was a first at Westfield Centro. The largest promotion so far in a Westfield shopping centre met with a thoroughly positive response from the public, and from Samsung.

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