Samsung UK and Skateboard GB's 'First Flips' Prove Anyone Can Skate

Samsung UK, in collaboration with global creative network Iris and Skateboard GB, has today announced the launch of a new campaign, 'First Flips'. This new initiative aims to encourage more people to get on a skateboard and give the sport a go in the run up to the Olympic Games Paris 2024. It is part of Samsung's broader 'Drop in with Samsung' platform, which seeks to boost awareness and consideration of Samsung's Galaxy Z Flip5 foldable phone among Gen Z across the UK.

The campaign is supported by a wider commitment from Samsung and Skateboard GB to help fund skateboarding lessons across the UK, following the Olympic Games Paris 2024.

Running until early July, 'First Flips' will leverage organic social media content via prominent talent’s Instagram, TikTok and YouTube channels, to reach and engage with gen z. 

The campaign sees three cultural players – Yung Filly, ArrDee, and Mia Regan – embark on a skateboarding journey, each guided by seasoned coaches from Samsung’s Team Galaxy Skate talent. Model and Creative Director Mia Regan will be coached by Stef Nurding, YouTuber and musician Yung Filly will be coached by Ashley Mercer, and Rapper ArrDee will be coached by Rianne Evans. These coaches will help turn the creators into skaters while capturing their progress on the Galaxy Z Flip5.

Each participant will receive a personalised skateboard and a Galaxy Z Flip5 to share their skating progress with their followers. The highlights of their journey, including their best tricks, biggest fails, and funniest moments, will be compiled and shared across Instagram, TikTok, and YouTube.

Iris, the lead agency behind the campaign, has harnessed its Iris Inc offering, a specialist department built to create earned and owned content in partnership with talent and creators. Mia Regan, making her second appearance in the 'Drop in with Samsung' series, has also taken on a creative director role, selecting her crew and locations, and providing mood boards and storyboards for her content. 

The campaign is underpinned by a strategic partnership with Skateboard GB, continuing the momentum of previous successful campaigns such as Samsung Flip Park, and aims to celebrate the skateboarding community and increase participation in the UK, while driving brand love and purchase intent for Samsung's foldable phones. Iris built the campaign strategy on insights obtained from YouGov research, which found skateboarding is growing in popularity among UK gen z consumers.

Annika Bizon, marketing and omni channel director at Samsung UK & Ireland, states, "We are thrilled to launch 'First Flips' in partnership with Skateboard GB and Iris. This campaign not only showcases the innovative features of the Galaxy Z Flip5, but also supports the growth of skateboarding among gen z in the UK."

Annika further adds, "Our goal is to create meaningful connections with gen z by tapping into their passions and interests. 'First Flips' represents Samsung's commitment to innovation and our dedication to supporting emerging sports and cultural movements. We believe this campaign will resonate deeply with young consumers and build a lasting bond with our brand."

Rachel Byles, head of PR and partnerships at Iris, adds, "Our collaboration with Samsung and Skateboard GB demonstrates the perfect blend of sport, technology, and fun. Once again, we have stayed true to our strategy of tapping into areas of culture that are connected with skateboarding, to engage with a new ‘skate adjacent’ audience. 'First Flips' is set to inspire and engage a new generation of skateboarders, highlighting the creativity and resilience of our content creators."