Consumer InsightAs we dug deep into the rapidly changing lifestyle of Gen Z, we realized that they have a FLUIDMINDSET in everything they do. They don’t fix who they are to one single definition. Instead, they area master of constantly experimenting with different ways to curate their identity.However, these youngsters also need guidance to tackle some problems they might face on the journeyof curating their fluid identity. These problems could be financial freedom, love life, or even mentalhealth. Digging deeper, what we realized was, instead of asking for help from professionals, they turnto mystical & spiritual forces - and Numerology was dominantly discussed among them at the time.By studying the relationship between Gen Z and Numerology, we found out that while they have ageneral understanding of their core Numerological number and what it means for their life path, theywere also looking for guidance to better understand their shortcomings via “missing numbers” in theirbirth chart.

Going into post-launch as part of sustain phase Z Flip4, our big creative idea was “Flex Your MissingPieces” (“Biến Số Tùy Z” in Vietnamese). We wanted to convey the fluidity of Gen Z in flexiblyexperimenting with different ways to overturn their lacking qualities with Z Flip 4 instead of settlingwith their birth chart.Product RoleAs there are a total of 9 numbers in any birth chart, with each missing number meaning a differentshortcoming, we saw an opportunity to help Gen Z improve what they’re missing by using Z Flip 4. Forexample, if you’re missing the number 1 in your birth chart, it means difficulty in expressing yourpersonality. But you can improve this missing number by using Z Flip 4’s unique FlexCam to flexiblyexpress yourself from any angle even without holding the phone.4Brand RoleAccompanying Gen Z to constantly curate their identity by using Z Flip 4 to experiment with differentways to improve their “missing pieces” instead of letting their birth chart decide it - is how we showedourselves as their “personal assistant”, their ally, not just another smartphone brand.“Numerology Limited Edition” was then created to offer personalized actions Gen Z can take with ZFlip 4 to improve their “missing pieces”. In 1.7k units of this limited edition, besides 2 flip cards, a funbag, we provided 11 sticker collections - each of which consisted of fun suggestions for users to takeaction and flex their way of improving what they’re missing by using Z Flip4.

To maximize the impact of “Numerology Limited Edition”, we deployed activities around it tightlyacross all funnels and channels.- First, we kicked off our communications by triggering conversations across Gen Z-friendly socialcommunities and Influencer (with a digital video featuring Chau Bui and a live-stream featuring LeDuong Bao Lam & Phat La - in which they showed what they are missing in Numerology and how theycould improve it).- Second, we officially introduced our “Numerology Limited Edition” via a Microsite - where users canget both personalized reading and suggestions to improve their “missing pieces” by using Z Flip4.Towards the end of the Microsite, users were also prompted to have hands-on experiences with thisedition at 50 Samsung offline stores (SPS/ SES) across the nation. At which, more than 8,000youngsters joined and experienced our “Personalization Zone” via customizing phone cases, using FlexCamera to flexibly express themselves, and how to mix and match Z Flip 4 as a fashion accessory toexpress their style.- Third, to amplify the personalization experience, we drove social engagement by calling users to sharetheir own “missing pieces” in Numerology and their way of improving it by using Z Flip4 on Gen Z-friendly communities with #BiensotuyZ- Then we escalated further engagement via offline activities at where Gen Z commonly hangs out: TheNew Playground - at which we collaborated with 7 local brands to create exclusive merchandise thatshows how Gen Z flex their way of improving their Numerological “missing pieces” with our edition.5k visits were recorded during just 6 days.5- To close the engagement loop, we also maximized our retargeting capabilities to drive sell-out for thelimited edition via CRM, Display & Search, and Social Ads.- With “Numerology Limited Edition'', we successfully reached 24M (80% Gen Z) and generated 364kBuzz (1.3x KPI).

Tapping into Numerology to deliver our brand and product role turned out to be a success with thefollowing results:Total campaign has generated more than 9,726 outcomes on social with 1.8M buzz.The whole Numerology event became the talk of the town with 99% sentiment, driving curiosity andinterest in product experience among Gen Z.Gen Z Recruitment:High recruitment among Gen Z, with a significant increase of user volume (18 - 24 YO) by Sep’22: ZFlip4: 16% → 43%, Z Fold4: 15% → 37%Preference Index:Z Flip4’s PTO jumped from 47.5 to 49.2Competitor Switching highest ever: 37% (after Launch)Sellout:- 1.7k units of “Numerology Limited Edition” were sold out by Jan 2023