Our brief 

Samsung were launching their latest flip phone, the Galaxy Z Flip3. However, the Australian market has long been apathetic towards the Samsung’s traditional, feature-led launches. 

We needed to add an element to the launch that would stop thumbs, get people talking, and increase sales - particularly among Apple users to break through the apathy. 

Our audience 

Our target audience were fashion conscious Gen Z and Millennial iPhone users, they want to stand out from the crowd, value personalisation, and consider themselves trend-setters. We knew we needed to be bolder and more aspirational to get their attention and consideration. 

The opportunity 

Beyond rational reasons of camera or battery, people buy this phone for the unique folding form-factor. There is nothing else quite like it on the market, it is cutting edge fashion. 

But this was not a gimmick, the form factor was designed to give you more screen, in a smaller device, a known issue people face. When people search ‘my phone is too…’, ‘big’ is the number one query, so to launch the phone, we launched invaded the fashion world in a way that celebrated its small, folding form. 

The campaign 

We didn’t just launch a phone, we launched a fashion trend. In partnership with Dr Denim, Samsung designed jeans with tiny, Z Flip3 sized pockets that wouldn’t fit any other phone. Provocatively priced at $1,499 (the price of the phone) every pair came a free device. 

Taking cues from high fashion, we launched with conceptual social films, small format OOH and street posters, all to make a big deal about being small. 

The results 

“$1,499 jeans by Samsung for the Z Flip3” had the desired effect, instantly getting the internet talking. A tech brand selling designer denim proved to be novel and unexpected enough to capture attention. 

The 3 weeks after the campaign (Nov 1 - Nov 21), visits to the ZFlip3 webpage increased by 118% with a key 170% proportionate uplift in Apple visitors.  

In the 2 weeks after the campaign there was a recorded 51% uplift in ZFlip3 eComm sales.   

Local earned media coverage in Australia accounted for $3,077,00 million in reach. The global audience increased this with an earned social reach of $11,188,451 across 12 countries.   

We saw big numbers for paid social and YT, with 19.8M impressions, 8.8M view, with a majority positive engagement recorded.