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 & value (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 phone. 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 sub-culture. Galaxy ZFlip 5 is to celebrate, support and co-create with those who dare to think Flip & to make the Flip Side shine.

By tapping into their sub-culture & supporting Flip thinking, we introduce “Join the Flip Side” campaign. The idea is to immerse into different famous Gen Z small cultural communities, inspire & engage leaders and members with better and more exciting experiences via Galaxy ZFlip 5; manifest more freedom, more progress, new things, fresh ideas, and curiosity that the Flip Side brings them. “The Flip Side awaits you to join and switch.”  

The creative idea of “#JoinTheFlipSide”- “ #NhapHoiLinhHoat” is deployed as following:  

- First time ever we “bend” the hi-tech category code of design by injecting the top 3 representative Gen Z sub-cultures’ identity and art (Tattoo, Digital Art & Street Art) into our global key launch visual assets to manifest our commitment to champion local Flip Thinker and show to the world the big bold cultural move to support Gen Z Vietnam from Galaxy ZFlip 5. It has been executed across channels from mass media to retailer nationwide & covering entire digital funnel over a 6-month period.  

- The brand experience “Galaxy Flip Town” in HCMC & Hanoi has been rolled out across gen Z hot spots. Gen Z Flip Thinkers are exposed & engaged with our new Galaxy ZFlip 5 in various unexpected ways i.e, Galaxy Flip Café, Galaxy Flip Studio, Galaxy Campus, Galaxy Pop Up store. They are inspired by many social proofs from real users via The New Mentor reality show, or more than 500 tech and lifestyle influencers & content creators with thousands of relevant contents, or the real stories of the most influential community leaders (Danis Nguyen, Thai Linh, Anh Phan); & be proud of their values, their voices being presented on bigger stages, on gigantic DOOH, billboards everywhere.  

- “Samsung x You” Personalization platform is for Gen Z to join the flip side & express themselves in their own terms. Flip users have opportunities to customize their own device with personalized UI/ UX, DIY accessories. A series of collaboration with local lifestyle brands and sub-culture communities are in place to involve “like-minded” members in more daily relevant use cases & defeat the fear of being disconnection.  

- “Nhả Vía” O2O social engagement at Tet holiday is the continuity of expanding our Flip side by flipping the current trend of “Xin Via” that is socially popular across social platforms. Instead of asking for “good luck” from others, each Gen Z Flip Thinker is confident to share their own defined luck to others. The idea is executed by using Galaxy Z Flip 5 via TikTok Cap Cut Challenge & offline activation (Nhả Vía station) at Gen Z gathering hubs to demonstrate the gesture of “Nha Via” dance with the device’s USP such as Hand- free Selfie & Flex window.

An impactful holistic IMC campaign of “ Join the Flip Side” has been designed to capture the entire Gen Z Flagship consumer CEJ, channel insight and consumer based targeting across funnel from upper to lower, combining with our 1st party data PII CRM approach.  

- In the early phase, we strategically generated widespread interest by launching the flip-side world both online and offline, inspired by three key Gen Z subcultures: Tattoo, Digital Art, and Street Art. Through a swift media strategy, we introduced the "Flip Side" across various channels, engaging over 50 subculture communities with social engagement by the "Your Flip Side Version” AR filter. Expanding our offline presence with unique visuals and partnerships, including 7 coffee partners and approximately 2000 retailer stores, 60 SES/SPS stores we significantly boosted brand visibility. This approach successfully resonated with local Gen Z audiences, leading to a notable 1.4x increase in ad recall compared to the APAC benchmark and a remarkable 3.0x surge on TikTok.  

- Moving to Pre-order to Launch, “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. Its coverage was widespread within the radius 5 kms from massive out-of-home displays to weaved unconventional coffee shops, fashion stores, and studios. The Flip Town was also featured at unexpected experiences zone where Gen MZ most hung out such as Galaxy Flip Studio in Fashion stores, Selfie studios and Galaxy Flip Café in Ngo Van Nam Street, coffee shops. To stay relevant, we organized a Campus Tour across universities, providing an exciting Samsung ecosystem experience and educational workshops. Throughout the 6-month campaign, we successfully cooperated with 11 Coffee & Lifestyle partners, 35 flagship stores, 3 universities in NTW, attracted over 215K traffics & 85K on-ground engagements. Together with O2O engagement, we maintain our brand relevancy and social proof from ~20K UGCs.  

On the other hand, to give GenZ a clear vision to join the flip side, we spotlighted three brand anchors (Thái Linh, Danis Nguyễn, Anh Phan) rooted in underground cultures collaborating with them to curate the 1st innovative Flip Suit collection (also well-known as the first-time-ever interactive phone cases). Continue to create a real “Social movement”, we accelerate a wave of thousand social proofs in daily lifestyle from influencers, content creators to real Gen MZ hopped on the trend #NhapHoiLinhHoat shot by TikTok Branded Mission which gained a total 6.2k video creation ~1.8x higher than VN benchmarks. Later, ‘Hi! Can I Join?’ became a viral sound and trend to create funny videos among GenZ during the collaboration with The New Mentor reality show. As a result, #NhapHoiLinhHoat achieved 192.4M impressions & reach #1 Globally (UNPK+5W Influencer Insight Report). Maintain our BSI Top 10 campaign in 3 months continuously with > 1M buzz on social.  

In light of diversification, we created a series of Lifestyle Brand collaboration under “Samsung x You” platform, maximized our retargeting capabilities to drive sell-out occasionally (Double day, Woman’s day, Tet holiday…) via CRM, Display & Search, and Social Ads. Moreover, we facilitated series workshops and in-store activations, empowering Gen Z to personalize their experiences with our devices.  

- Lastly in Sustain, we expanded our Flip side into new subcultures like Local Fashion Brand, Street Art, and Pop-culture Music. Starting with the "Nhả vía" trend to trigger conversations across Gen Z friendly social communities. Then we further engaged students communities through the Capcut Challenge "Nhả vía Dance". Additionally, during Tet, we collaborated with BOO, Life4Cuts, and Juicetin to establish "Nhả Vía Station" in Hanoi and Ho Chi Minh City, inviting Gen Z to personalize their lucky messages through hand-free selfies with Flip. As a result, we successfully reached 24M (60% Gen Z pool) and ranked in BSI Top 10 events on Feb 2024.

Business:  

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

+ Switching rate from competitor increased 2% YOY (After sustain)  

+ 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:  

+ 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)