#Jointhe
flipside

Client
Role
Format

Samsung
Art Lead
Social

#Jointheflipside

Problem & Insight

With more brands entering the foldable phone market, Samsung needed to stand out and stay relevant to Gen Z.

For Gen Z, technology is more than functional. It’s an extension of who they are, shaped by their interests, personal style and the culture around them. With Y2K making a comeback in 2023, it was the perfect moment to tap into nostalgia and self-expression.

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The Opportunity

We saw an opportunity to make foldable technology part of Gen Z culture, turning a product launch into a cultural moment.

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The Idea

#JoinTheFlipSide invited Gen Z to embrace a bolder, more expressive side of technology.

We tapped into Gen Z’s passions across fashion, food, personalisation and experiences, translating them into social-first executions inspired by Y2K and Gen Z culture, showing how the Galaxy Z Flip5 and Fold5 fit their lifestyles.

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The Execution

Teaser Phase
Social content

Without revealing anything, we had to tease that the foldables are back in town. This was done with the following localised content series;

We built anticipation for Unpacked and the Galaxy Flip Festival through localised content inspired by old-school and Y2K nostalgia, from flag erasers to vinyl records. Familiar throwbacks became clues to what was coming.

Flip for More

We teased the Galaxy Z Flip5’s compact form through glimpses of its silhouette peeking out of tiny pockets, bags and pouches, turning portability into a fashion statement.

Tiny Pockets

The Execution

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We brought Unpacked to Instagram Stories, turning followers into virtual paparazzi as they followed Samsung’s big reveal in real time, making sure they were part of the moment.

Launch Phase
Social Coverage

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The Execution

We put self-expression in the spotlight, showcasing online-exclusive colours. Nostalgia continued through content inspired by classic games like Snake and Minesweeper, giving familiar throwbacks a fresh Galaxy twist.

Pre-order Phase
Social Content

The
Execution

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Sponsorship
Singapore Night Festival
Social content

Food

Gaming

As presenting sponsor, Samsung joined the cultural celebration with content spanning food, gaming, fashion and the arts. We also spotlighted Nightography, showing how Galaxy technology could capture the festival after dark.

Fashion

Arts

The
Execution

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Activation
Flipside Market
On-ground coverage &
Social content

We built awareness and drove footfall to the FlipSide Market through weekly content highlighting its experiences, from phone personalisation and sustainability exhibits to photography classes and food deals. Each post invited audiences to explore, express themselves and discover their own side of the Galaxy experience.

The
Execution

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Sustenance Phase
Content series

Switch Stories

To keep the cultural conversation going beyond launch, we created platform-native content that connected with Gen Z through relatable stories, humour and entertaining ways to discover the Galaxy experience.

Real users shared their experiences switching from other devices, addressing common concerns and showing Gen Z that making the switch doesn’t have to be daunting.

True Masterpiece

A clumsy “museum authenticator” brought the Flip and Fold’s unique features to life through comedy, turning product innovation into entertaining, scroll-stopping content.

How-to series

TikTok skits used exaggerated but relatable scenarios to showcase the Galaxy ecosystem, making its features easier to understand and more relevant to everyday life.

The
Outcome

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Online mentions of the Galaxy Z Flip5 and Fold5 increased by 60.38% compared to the previous generation, while positive comments grew 1.85× year-on-year, showing stronger positive engagement around the launch.

The campaign was shortlisted for Most Creative Content Marketing at the Markies Awards 2024.

We brought Galaxy into the Gen Z conversation, turning a product launch into a moment worth talking about.