Consumer Insight  

Gen Z is specifically known as the Flip Thinkers, who don’t want to be boxed by the old same rules or a straight- line approach, instead they embrace new experiment, dare to think flip & flex to create their own possibilities. Unlike other generations, they have their own “like-minded” communities to share their own culture & values (sub-cultures), social validation & peer influence.  

Brand and Product Role  

Galaxy Z is a ‘rebellion’, an “out caster” in a world of big flat bar- type phones. Galaxy Z uniquely believes in unleashing flexibility, and unfolding new possibilities. Apparently, our product proposition is perfectly matching with our Gen Z “Flip Thinker”, their lifestyle and mentality.  

Galaxy ZFlip 5 is to free Gen Z from flat-world constraints, in order to flexibly create their own experience & their self-expression, showcase their Flip thinking; and take pride in their work, their value & their subculture. Galaxy ZFlip 5 is to celebrate, support and co-create with those who dare to think Flip & to make the Flip Side shine.

We went beyond simply presenting the Flip Side as a concept or an abstract idea; instead, we materialized it by bringing it to real-world locations, making it tangible for people to engage with and create content using our Foldable devices.  

Unlike other events, Our ultimate goal is to create the “New Event” to become a long-run platform that would turn the tides of conversations and offer GenZ the unique Foldable’s superiorities in relevance context and our brand as the centerpiece. For the first time, we established The Flip Town as the central hub and created the Diversity Hands-on Experience concept in order to connect with our evolving generation - Gen MZ’s subcultures across online and offline touchpoints.  

The Flip Town was set up around the Gen MZ’s hotspots in bustling cities - Ho Chi Minh city and Ha Noi, which made them overwhelmed.  

Starting from the teasing phase and extending through the sustain phase, we meticulously prioritize and customize the scale, partners, and activities at each stage of the campaign to optimize our communication and business objectives. During the teasing phase, Flip Town strategically stimulates the curiosity of the Flip Side community through a comprehensive and highly visible presence. Moving on The Global Unpacked event took Gen MZ to the surprise of pop-up stores, ultimately spotting the brand visibility throughout local communities. Its coverage was widespread from massive out-of-home displays within the radius 5 kms to weaved unconventional coffee shops, fashion stores, and studios.  

Not only bring the New hands-on experiences concept closer to GenZ, but we also bring a “Flip Town” where they can enter and try the new behavior of selfie and Personalization experiences on the Flip Side to generate more authentic content.

We approached this campaign through an experience immersion with an integrated social media strategy that would inspire a change in behavior:    

We activate the Flip Town from the beginning of campaign to hyped up massive curiosity about the Flip side, brought an overwhelm to Gen MZ’s hotspot from massive out-of-home displays to unconventional coffee shops in HCM city (7 partners Coffee), maximizing brand visibility (17 coffee shops, ~2000 retailers stores, 30 SES/SPS stores). We utilize Coffee cups, coaster, … to spread the Flip Side invitation via Lifestyle QR code that drives them to our Unpack event.    

To give GenZ a clear vision to join the flip side, we bring the spotlight to the brand anchors - derived from the underground cultures as Tattoo, Street Art - onto the grand stage and co-create with them for the Flip Suit collections (also well-known as the first-time-ever interactive phone cases). Hence, we amplified all their creations x Flip in all the corners in the Flip Town from OOH to coffee shop, POP-up stores to provoke a “Pride” among their communities and welcome them in our Flip Side.  

To open a gateway for GenZ into Flip Town, we continued to diversify brand experience at each Gen MZ hotspot. Commencing from the Pre-order phase, during which individuals exhibit enthusiasm to engage with cutting-edge product innovations, we, as a pioneering technical brand, established the inaugural cultural Pop-up store at the renowned historical venue, the Central Post Office. Beyond being a mere technical retail outlet, we purposefully curated a lifestyle concept infused with an exuberant cultural essence. This space served not only as an experiential zone but also as an effective platform for showcasing and successfully selling our new features, resulting in an impressive early pre-order conversion rate of 0.43%. What’s more, the Flip Town was also featured at unexpected places where Gen MZ most hung out such as Ngo Van Nam Street, Fashion stores, Selfie studios we offer Galaxy Flip Studio and Street coffee shops we offer Galaxy Flip Café. Through these strategic endeavors, we effectively edu-tain the superiorities of FlexCam by enhancing Selfie Experiences in a “Flip” way through the utilization of mirrors to provide "Mirror Selfies" and by creating creative photo booths within coffee shops and fashion stores. Instead of solely encouraging user-generated content with our branded hashtag, this approach naturally encourages users to experiment with our product and capture selfies from various angles. Consequently, we have garnered numerous authentic and enjoyable moments with Galaxy Z Flip5, resulting in a multitude of engaging and genuine interactions.  

Lastly, to mesmerize our relevance, we conducted a Campus Tour to universities, offering the best showcase for their study/work application. This immersive experience of playing and entertaining with the new Foldable hit a strike on the ground by helping them break the mental barriers and overcome the fear of being unfamiliar and disconnected. Together with O2O engagement in each activation, we maintain our brand relevancy and social proof from ~20K UGCs.  

To create a playground for GenZ pre & during Tet, we collaborated with BOO, Life4Cuts, Juicetin to create “Nhả Vía Station” in Hanoi, Ho Chi Minh to recruit GenZ to come and use hand-free selfie x Flip to personalize their lucky message. As a result, we successfully reached 24M (60% Gen Z pool) and ranked in BSI Top 10 events on Feb.24.  

As a result, we successfully cooperate with 11 Coffee & Lifestyle partners, 35 flagship stores, 3 universities in NTW. The total traffic is over 215K & 85K engagements, MPSA + 2.5 points (exposed vs non-exposed) and +4 points with Co.A users.

Business:  

Flagship $600↑ M/S reach the highest ever +12.6 points in Aug’ 23 after 3 weeks after Unpack (GFK, Market Share Report Sep’23)  

Switching rate from competitor increased 2% YOY  

GenMZ recruitment account for 70% of Galaxy Z Flip5 users & 59% for Galaxy Z Fold5 users (FBAI)  

Sellout:  

10K units of “ Flip thinker Collection” were sold after 8 weeks  

3K units of diversity brand collaboration were sold on the monthly Double day, Woman’s day, Tet holiday… within 3 months

Brand:  

Increase significantly +9 points PTO overall flagship score  

Consideration +2 points for Galaxy Z Flip5  

Communication:  

Brand experiences gain over traffic is over 215K, 85K engagements onsite, ~20K UGCs (From Jul 23 - Feb’24)  

GenZ Hashtag #NhapHoiLinhHoat: 192.4M impressions & reach #1 Globally (UNPK+5W Influencer Insight Report)  

Purchase Intent uplift for Samsung Galaxy Zflip5 is +11.9% in overall audience (18-30 YO). 42.22% of Apple switchers become Samsung users (Kantar Ad Effective study + Device Lift Study)  

#NhapHoiLinhHoat campaign be 1st time ever Samsung campaign in Top 10 BSI in 3 months (Aug, Sep, Oct 2023)