Samsung S7 Launch

Check out the film.

The Challenge.

In March 2016, Samsung launched its S7 and S7 edge smartphone products. Undercurrent was tasked by the brand to engage and excite call centre sales agents at EE, Carphone Warehouse, Vodafone, O2, Three, Virgin Mobile, Tesco Mobile and Samsung to drive pre-orders and maintain momentum at launch and beyond.






Mobile & Telco,  Internal Comms, Retail


The Delivery.

The B2B activation centred on a modular stand that could be easily transported and erected to fit a range of location specifications.

Ta Da.

The experience engaged 95% of sales agents - 11,125 in total – across 37 call centres through three separate training tours. This far exceeded the target set by the client of 75%. The activation upped recommendation rates of Samsung products to 71%.

However the biggest result of the campaign was the most important: sales. A total of 102,892 pre-orders for the S7 were placed, more than double the amount of its predecessor, the S6. Samsung’s target was 70,000, so the final figure exceeded expectations by 48%.


Undercurrent also delivered:

  • Manager packs that included branded balloons and bunting, and aimed to up staff excitement. Agents were encouraged to decorate their desks and share photos of the result on Instagram, with the best photo from each site awarded with a £250 team night out.
  • Retail launch packs, including a lanyard that featured key information on the devices. Samsung highlighted this as a best practice, and other countries have been encouraged to follow this for future flagship launches.
  • International training in the Philippines, India and South Africa.

The channel marketing team here at Samsung have worked with Undercurrent for a number of years now and the launch of the Samsung Galaxy S7 was the first time we engaged them to take control of our entire B2B program. Their creativity, technological innovation and pristine delivery programs have gone a long way to producing one of the most successful mobile launches of all time in a sector that can account for up to 50% of all sales volumes.

Hannah Delaney, Head of Channel Marketing
Samsung UK

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