RIYADH, Saudi Arabia – May 11, 2026 – In a landmark fusion of technology and media, Samsung has partnered exclusively with Rotana Signs to execute a massive, nationwide Out-of-Home (OOH) activation for the global unveiling of the Samsung Galaxy S26 Series. The campaign transformed Saudi Arabia’s urban landscape into a synchronized digital stage, marking one of the most ambitious media moments during the Holy Month of Ramadan.
The campaign strategy was a masterclass in synchronization, structured in two distinct phases designed to build maximum market tension and high-impact resolution. It began with a teaser phase utilizing the “Galaxy Unpacked” visual identity to spark nationwide curiosity and prime the public for the upcoming reveal. This was followed by the official global reveal at exactly 21:00 local time, where the teaser transitioned into the official device launch, perfectly aligned with Samsung’s global unveiling moment.
The hallmark of the execution was a coordinated 10-minute roadblock across Rotana Signs’ entire national digital portfolio. This total takeover ensured a 100% share of voice across the Kingdom’s most trafficked arteries and landmarks, demonstrating the agility of digital OOH to deliver a single, unified brand message at an unprecedented scale.
The activation boasted unrivaled geographic reach, spanning the full breadth of the Kingdom, including Riyadh, Jeddah, Dammam, Al Khobar, Makkah, Madinah, Jazan, Al Qassim, Tabuk, Arar, and Al Qurayyat. In the capital, the Galaxy S26 Series commanded attention on the Kingdom Tower and Burj Rafal, alongside premium digital facades at Solitaire, Esplanade, and Cenomi Nakheel Mall, with further reach amplified via the Riyadh Metro interior digital network. In the Eastern Province, the campaign maintained a dominant presence across Al Abdulkarim Tower, Mousa Tower, Gulf Center, and Al Khaldi Tower, supported by a comprehensive mix of Maxi Billboards, Digital Bridges, Street LED networks, and Digital Megacoms.
Commenting on the launch, Sami Khairalla, Vice President for Mobiles at Samsung Electronics Saudi Arabia, stated: “The launch of the Galaxy S26 Series is a defining moment for mobile innovation, and it required a media execution of equal magnitude. By partnering with Rotana Signs, we were able to synchronize our global ‘Galaxy Unpacked’ reveal with a nationwide digital takeover, turning the Kingdom’s most iconic landmarks into a unified stage. This coordinated roadblock across Saudi Arabia underscores our commitment to leading the digital landscape and ensures our latest technology is experienced by our customers in the most impactful way possible”
Georges Yazbeck, CCO at Rotana Signs, added: “Major technology launches require media moments that match the scale of innovation behind them. Through our national digital network, we delivered a synchronized activation that transformed city landmarks across Saudi Arabia into a unified stage for the Galaxy S26 Series reveal. This was more than an advertisement; it was a powerful, memorable event that set a new benchmark for the industry.”
This collaboration underscores the evolution of digital Out-of-Home media in Saudi Arabia. By leveraging a coordinated national network and precise global timing, Samsung and Rotana Signs have proven that when scale meets strategic planning, the result is a truly unmissable brand moment that drives meaningful engagement across the Kingdom.
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