SITUATION
Samsung, the world's leading tech brand, is no longer a company centered on a single product. Thus, 2026 was the moment to integrate all products and services into one AI lifestyle, showcasing a future of everyday experience only Samsung could deliver. It was necessary to strategically reinterpret the familiar stage of CES, presenting a completely new experience and presence that would allow global media and consumers worldwide to feel the brand's renewed vision.
SOLUTION
Cheil proposed Samsung's new high-end brand platform ‘The First Look’, breaking away from the typical CES format.
We developed the platform's visual identity from scratch and presented an integrated announcement and exhibition that connected all Samsung products and services—from TVs to home appliances and smartphones—into a single narrative. Furthermore, we planned and operated the entire integrated platform, offering the most multidimensional experience of the Samsung brand. This included a tech forum featuring global tech leaders, diverse influencer programs to amplify online buzz, and roundtables for media and business partners.
RESULTS
The First Look achieved significant results during its four-day operation period, including a total of 14,000 on-site attendees, 878,000 total social buzz mentions surrounding the platform, and 327,000 total media articles. This culminated in a 67.9% Share of Voice (SOV) ranking, securing the top position throughout the entire CES period. It also led to the clearest success metric, one that is difficult to achieve for a company participating as just one of the exhibitors at CES.
