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Samsung Galaxy A56, A36 & A26

Sodium Brand Solutions partnered with Samsung Electronics West Africa to activate the launch of the Galaxy A56, A36, and A26 models through a high-impact, Lagos-based mall activation. The campaign gave consumers hands-on access to the new A-series devices, reinforcing product awareness, boosting trial, and driving in-store conversions – all while aligning with Samsung’s brand message of making high-value AI-powered smartphones accessible to more people in Nigeria.

Challenge

Samsung needed to create buzz for its newly launched A-series devices in Nigeria; devices that not only offer powerful AI features but also bring local relevance through enhanced accessibility and innovation. With so many models in the market, the goal was to clearly communicate the unique value of the A56, A36, and A26, and translate consumer curiosity into actual sales at physical retail locations.

Strategy

Sodium designed a mall-based activation that combined experiential engagement and product education. The plan involved creating dedicated brand touchpoints in high-traffic retail locations, where potential buyers could physically interact with the Galaxy A56, A36, and A26. Trained Samsung Brand Ambassadors (on-ground staff) demonstrated the devices, highlighting features like AI-powered tools, strong battery life, and local-language accessibility. To drive footfall and urgency, the activation was tied to Samsung’s “Buy and Get” launch promo, which ran nationally during the same period.

Execution

Hands-on demos

At the mall, visitors could test and explore the AI capabilities of the Galaxy A-series devices, from Circle to Search to the triple-lens camera system.

Brand Ambassadors

Experts guided consumers through real use cases; showing how features like object eraser, 50MP camera, and cultural language support made these phones uniquely valuable.

Promotional tie-ins

Customers who bought any of the three A-series models during the mall activation period qualified for Samsung’s launch promo, driving both foot traffic and conversion.

Cultural relevance

The campaign aligned with Samsung’s localization push; the same devices received local language options (Hausa, Igbo, Yoruba), reinforcing the brand’s commitment to inclusion and relevance in Nigeria

Impact & Results

By blending a physical experience with promotional value and product education, Sodium made the Galaxy A56, A36, and A26 more than phones; they became accessible lifestyle companions. The activation demonstrated that when consumers can truly experience a device’s value, especially with smart AI features and localized usability, they are more likely to convert and become long-term users.
  • During the activation window, the brand saw a significant uptick in foot traffic, with hundreds of walk-ins daily across key Lagos mall locations.
  • Product trial conversion was strong, as many visitors who tested the devices made purchases or committed to buy later.
  • Samsung’s “Buy & Get” promotion combined with the experiential activation helped increase model uptake, particularly for the A36 and A26, which offer balanced performance at a mid-tier price.
  • Brand perception metrics (via real-time surveys at the activation) suggested a +20% increase in consumer awareness and understanding of the new AI features on the A-series devices.
samsung impact bnr

Key Takeaways

1

Experiential + pop-up activations

Significantly boost consumer confidence in new devices.

2

Feature education matters

Showing real use cases (AI, camera, local language) helped Samsung communicate what makes the A-series compelling.

3

Promo and experience synergy

Aligning “hands-on testing” with a purchase offer created urgency and drove immediate conversions.

Clear Answers to Help You Move Forward

We simplify every step of working with us by giving you direct, honest answers to the questions brands ask most. From project timelines to activation processes and deliverables, our FAQ helps you understand how we operate, what to expect and how we ensure clarity, quality and accountability on every brief.

No. We can execute outside the shores of Nigeria. Over the years we have created memorable experiences for brands across Eastern, Western Africa and even the United Kingdom.

Over 16 years.

Experiential marketing is a set of marketing techniques that create memorable experiences (Interactions) between an organization, its brand/products and target consumers with the ultimate goal of delivering a strong and measurable Return on Investment.

  1. Coca-Cola Share-a-Coke Campaign – Mass customization ofnames on Coca-Cola Cans across multiple touchpoints (Institutions, Malls, High Traffic Areas) PAN Nigeria.
  2. 5Alive Pulpy Launch Campaign- Launch and experiential sampling of 5Alive Pulpy across several touch points (Tertiary institutions, NYSC Camps and Estates) PAN Nigeria.
  3. Coke Studio Season V Consumer Launch – An experiential event to officially Launch the Coke Studio Season V Television Programme where select consumers and key stakeholders converged for an amazing evening with the Brand

Experiential marketing has no fixed cost. Costs are based on the tools deployed and magnitude of activation scope per campaign/project.

Experiential campaigns can be run any time of the year.

Yes, we can create Premiums but it comes at a cost

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