Tech reviews and influencer unboxings are a fixture of every phone launch. But after years of incremental updates, the thrill of unboxing has faded — making it harder than ever to grab attention, and even harder to inspire genuinely interesting social content. This launch was different. The Galaxy S24 Ultra marked Samsung’s first AI-enabled device — a quantum leap forward in mobile innovation. We needed an unboxing as unexpected and intelligent as the tech itself. To show how far Samsung has come, we went all the way back to where it began — 1938, when Samsung first opened as a grocery store in Daegu, South Korea. Inspired by those humble beginnings, we reimagined the classic tech unboxing as a Korean grocery experience. Influencers and tech reviewers received Samsung’s latest devices disguised inside grocery items. Each custom grocery box contained a haul of Samsung’s latest tech: • The Galaxy S24 Ultra, served as a carton of fresh milk • A fast-charging cable packaged as instant noodles • A Galaxy SmartTag2 hidden inside a tin of mackerel • A fold-out catalogue told the story of Samsung’s evolution With every element of the experience written entirely in Korean. So to make sense of it all, our influencers had to use the Galaxy S24 Ultra’s new AI-powered translator. The more they translated, the more they uncovered — about Samsung’s history, its heritage, and the breakthrough AI defining its future. We sent our pack to just 22 influencers and tech reviewers, but the response was anything but small. The campaign delivered: • 10x increase in unprompted posts • 13.8 million people reached • 4.4x higher engagement rate than average Making it Samsung Australia’s most successful unboxing drive to date.