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 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 the “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 on a Social Media Campaign that fosters a sense of belonging among GenZ. They become an integral part of the campaign, representing the Flip Side where individuals with unconventional thinking belong.

Rather than creating a branded hashtag, our focus lies in crafting a GenZ statement.  

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 retailers nationwide & covering the 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 collaborations 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.

We created a growing movement throughout social media channels.  

BY blending in GenZ ‘s sub-culture online communities  

Starting with a social stunt through more than 50 subculture communities to announce that they joined the flip side. At the same time, expanding the coverage throughout offline presence, bringing an overwhelm to Gen MZ’s hotspot from massive out-of-home displays to unconventional coffee shops in HCM city.  

To give GenZ a clear vision to join the flip side, for the 1st time ever, we bring the worldwide 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 visibility from OOH, Billboard, Social activities, Brand experiences to provoke a “Pride” among their communities and welcome them in our Flip side.  

Continue to create a real “Social movement”, we accelerate a wave of thousand Gen MZ hopped on the trend #NhapHoiLinhHoat shot by TikTok Branded Mission and showcased themselves in the flip side version which gained a total 6.2k video creation ~1.8x higher than VN benchmarks.

At the same time, > 500 influencers, content creators showcase thousand lifestyle moments to highlight dynamic benefits of the new Flex Window in terms of Self-Expression. 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. Beyond just a mere interaction between brand and users, our message naturally became part of Gen MZ’s slang dictionary. 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.  

To open a gateway for GenZ to join the Flip side & maintain a source of content for our heat on Social, we continued to diversify brand experience at each Gen MZ hotspot. 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. Together with O2O engagement, we maintain our brand relevancy and social proof from ~20K UGCs.  

Lastly in Sustain, we expand our Flip side in new subcultures such as Local Fashion Brand, Street Art, Pop-culture Music. Starting with the “Nhả vía” trend to trigger conversation across Gen Z friendly social communities. Inspired from the signature “Hand-free” gesture, we co-create with famous GenZ in 3 sub-cultures as Thái Linh, Phương Mỹ Chi, Lưu Việt Anh to inspire GenZ by their Flip thinking stories and use hand-free gesture as an act to share their best luck to others. Then we drove further engagement via an Capcut Challenge “Nhả vía Dance” collab with Phương Mỹ Chi to vertical expand in Students communities. To deepen connection with street art communities, we collaborate with Thái Linh and BOO to design & produce exclusive merchandise to show how we flip it to share the positive messages to GenZ. 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.

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)