Quick answer: Samsung Malaysia Electronics partnered with BigTree to transform CuBig @ KLCC Junction in Kuala Lumpur into an immersive Digital Out-of-Home showcase for the new Galaxy Z series, combining large-format screen storytelling with a physical Galaxy Z Fold8-inspired installation.
Samsung Brings Galaxy Z to the Streets of Kuala Lumpur
Samsung Malaysia Electronics took the launch of its new Galaxy Z series beyond smartphones and consumer devices by turning one of Kuala Lumpur’s most visible urban screens into a large-scale brand experience.
For this activation, Samsung partnered with BigTree to transform CuBig @ KLCC Junction into a premium digital stage dedicated to its new foldable devices.
The campaign was connected to Samsung’s global Galaxy Unpacked moment, extending the excitement of the product reveal into the physical city environment.
A Landmark DOOH Takeover at CuBig @ KLCC Junction
As part of the campaign, Samsung displayed creative assets for the new Galaxy Z series across the large-format CuBig @ KLCC Junction screen.
The activation gave the brand a powerful public canvas in central Kuala Lumpur, allowing the product story to reach people moving through one of the city’s busiest and most recognizable areas.
By using a high-impact DOOH format, Samsung made the launch feel bigger than a traditional tech announcement.
Blending Digital Storytelling With a Physical Installation
The activation did not rely on the screen alone.
Samsung also installed a custom physical structure inspired by the Galaxy Z Fold8, creating a tangible street-level element that complemented the digital display.
This combination helped merge the world of digital media with a real-world experience, allowing the product’s foldable design language to become part of the urban space.
984 LED Panels on a Premium Urban Canvas
CuBig @ KLCC Junction is located on the facade of Bangunan Getah Asli.
According to the campaign details, the structure is made up of 984 Samsung LED panels and measures approximately 72.3 metres wide by 11.5 metres high.
That scale makes it one of the most recognizable DOOH landmarks in central Kuala Lumpur and gives brands a cinematic canvas for high-impact storytelling.
Why the Location Matters
KLCC Junction is a strong setting for a technology launch because it combines visibility, movement and urban prestige.
For Samsung, the location allowed the Galaxy Z series to appear in a space associated with modern city life, mobility and premium digital media.
The large screen helped place the brand’s innovation directly in front of everyday audiences, commuters, shoppers, visitors and people moving through Kuala Lumpur’s city centre.
Innovation Beyond the Product
The activation reinforces the idea that Samsung’s innovation does not live only inside its devices.
By using advanced LED infrastructure and large-format public storytelling, the brand showed that the way a product is launched can also express innovation.
The foldable technology of the Galaxy Z series became more than a product feature. It became a visual and physical experience in the street.
A Premium Storytelling Platform Since 2021
Since its launch in May 2021, CuBig @ KLCC Junction has been positioned as a premium digital storytelling platform in Kuala Lumpur.
For Samsung, using this site offered a way to present the Galaxy Z series with scale, motion and visibility that matched the ambition of the product launch.
The campaign demonstrates how premium DOOH screens can become launch stages for technology brands looking to create cultural presence in public space.
Social Engagement Around the Galaxy Z Launch
Samsung also supported the launch with a social media mechanic designed to invite participation.
The brand encouraged people to join the conversation using hashtags such as #MyFoldWish, #GalaxyZFold8Ultra and #GalaxyZFold8.
The activity included prizes related to the new Galaxy Buds4 Pro, helping extend the campaign beyond the screen and into online engagement.
Why This Campaign Works
The campaign works because the media format reflects the product story.
A foldable smartphone launch needs to feel innovative, visual and immersive, and Samsung used one of Kuala Lumpur’s most recognizable digital screens to create that sense of scale.
By combining a massive DOOH takeover, a physical Galaxy Z Fold8-inspired structure and a social media participation layer, Samsung Malaysia and BigTree turned the Galaxy Z launch into a public technology experience.
What Marketers Can Learn From Samsung Malaysia
- Premium DOOH can turn a product launch into a public spectacle.
- Technology campaigns work best when the media experience reflects the product innovation.
- Physical installations can make digital campaigns feel more tangible and memorable.
- Landmark urban screens help brands build visibility, scale and cultural presence.
- Social mechanics can extend an OOH activation beyond the location and into online conversation.
Comments (0)
Join the conversation. Keep it respectful and on-topic.