To introduce the Galaxy S25 series to the world, Samsung Electronics launched a series of bold and immersive marketing campaigns across key markets — each designed to showcase the flagship lineup’s AI-powered next-generation capabilities. From an interactive watercraft experience in Australia and a metro station rebrand in Chile to a laser show in Malaysia and an esports tournament in India, these activations brought the Galaxy S25 experience directly to consumers through dynamic and engaging events.
Samsung Newsroom explores some of the standout campaigns that marked the arrival of the Galaxy S25 series worldwide.
[Australia] Elevating Morning Commutes With the Galaxy Go Fleet
In Australia, Samsung launched the Galaxy Go Fleet — a fleet of custom-branded watercraft that transformed daily commutes across Sydney Harbour and the Brisbane River into an interactive Galaxy S25 experience. Passengers on board had the opportunity to test key Galaxy AI features, including Now Brief and Audio Eraser, and experienced firsthand how the Galaxy S25 series helps them start and navigate their day with ease.
[Peru] Introducing the Galaxy AI Train on Lima Metro’s Line 1
Samsung Peru became the first tech company in Peru to rebrand a metro train by introducing the Galaxy AI Train on Lima Metro’s Line 1, a key transportation route serving over 500,000 passengers daily. In celebration of the Galaxy S25 series launch, passengers received exclusive metro cards and promotional goods — further enriching their unique transportation experience.
[Chile] Transforming Tobalaba Metro Station and Illuminating Santiago’s Night Sky
Samsung Chile made its mark in Santiago with two high-profile activations to celebrate the launch of the Galaxy S25 series. Tobalaba Metro Station, one of the city’s busiest transit hubs, was officially renamed “Galaxy AI” — immersing daily commuters in the Galaxy S25 experience.
The celebrations continued with a spectacular drone light show where over 300 drones illuminated Santiago’s night sky with stunning visual arrangements alluding to Galaxy AI and the Galaxy S25 series. The synchronized performance mesmerized spectators, turning the city skyline into a dazzling tribute to Samsung’s latest mobile innovations.
[United States] Bringing Stunt Action to the Oscars With Galaxy AI
In the U.S., Samsung celebrated the Galaxy S25 Ultra during the 2025 Oscars with two high-energy ads featuring stunt performers — developed in collaboration with Disney Advertising, ArtClass Content, Empire Stunts, Kimmelot, Maximum Effort, More Media and Really Original. The campaign highlighted the Galaxy S25 Ultra’s advanced AI-powered video-editing capabilities such as Audio Eraser, a feature that removes unwanted background noise. By demonstrating how Galaxy AI enhances both professional filmmaking and everyday content creation, the initiative put stunt professionals in the spotlight — recognizing their contributions to the industry while showcasing Samsung’s state-of-the-art mobile technology.
[United Kingdom] Celebrating Everyday Moments With a Personal Touch
Samsung U.K. embraced a more personal approach by highlighting how the Galaxy S25 Ultra enhances daily life. Through engaging social media content created in collaboration with Anaïs Gallagher and Molly Moorish-Gallagher, Samsung demonstrated the Auto Trim feature, which allows users to effortlessly edit their favorite video clips and even generate highlight reels. Additionally, the campaign illustrated how the Galaxy S25 Ultra, through the Now Brief feature, integrates itself into users’ bedtime routines by providing personalized updates and content — thereby helping them wind down more easily after a busy evening.
[Malaysia] Lighting Up Kuala Lumpur With Fireworks and Laser Beams
Samsung Malaysia celebrated the arrival of the Galaxy S25 series with spectacular fireworks and a laser show over the Merdeka 118 tower. In addition, Samsung hosted the Edit & Win contest — inviting participants to creatively edit a fireworks image using Galaxy AI’s many tools for a chance to win a Galaxy S25 Ultra.
[Brazil] Capturing São Paulo From the Sky With the Galaxy S25 Ultra
In Brazil, Samsung launched a unique experience at Sampa Sky, São Paulo’s highest observation deck accessible to the public. Suspended 150 meters above ground level, visitors had the opportunity to capture breathtaking views of the city skyline with unparalleled clarity and detail using the Galaxy S25 Ultra’s 200MP main camera and AI-enhanced 100x space zoom. The campaign also showcased Galaxy AI’s advanced editing tools, demonstrating how users can seamlessly refine and enhance their shots.
[Italy] Pushing the Galaxy S25 Ultra to the Limit in the Dolomites
Samsung Italy hosted the Galaxy Wintercamp in the Dolomites where nine athletes and creators spent three days pushing the Galaxy S25 Ultra to its limits in extreme alpine conditions. Participants used Now Brief to optimize their planning and employed the device’s 200MP camera and AI-enhanced photography tools to capture breathtaking ski descents, tricks and ice performances.
[India] Taking Center Stage at the #PlayGalaxy Cup
In India, Samsung hosted the third edition of the #PlayGalaxy Cup — one of the biggest esports events in the country. The tournament saw India’s top gamers compete against one another using the Galaxy S25 Ultra, allowing them to experience the device’s advanced display, next-level processing power and AI-driven gaming enhancements firsthand. Streamed live, the competition demonstrated how the Galaxy S25 series is designed to meet the demands of high-intensity gameplay while delivering a smooth, immersive experience.
[Thailand] Bringing Star Power to the Launch in Bangkok
Samsung Thailand celebrated the Galaxy S25 series launch with the Galaxy S25 | Here AI am Music Fest, a high-energy event featuring celebrities, influencers and fan activities. Attendees enjoyed interactive games with #TeamGalaxy stars and tested the latest Galaxy AI features. The night culminated in a blue carpet walk and an AI-powered concert where Galaxy AI helped curate the show with a blend of music, technology and entertainment.
Source: Samsung Mobile Blog
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