Samsung “Resonance” is an integrated brand communication campaign to convey the spirit of Samsung's design philosophy, “Be Bold. Resonate with Soul.” To connect closely with millennials who value experiences, various communication activities were carried out. From the five interactive exhibitions, to pre-launch guerrilla events and PR campaigns on social media, visitors took part in Samsung design’s journey. During the Milan Design Week, roughly 30,000 people visited the exhibition, and with various media continuing to keep the buzz alive, Samsung enhanced its design image through increased brand engagement.