Samsung Unveils Disruptive Global Campaign to Challenge Users to ‘Join the Flip Side’

Samsung Electronics Co., Ltd. has unveiled a daring new global campaign intended to bring to life the innovative foldable design of the all-new Galaxy Z Flip4 smartphone.

The campaign focuses on the Flip’s unique foldable form factor to show how these devices unfold a new world of experiences for people, encouraging users to ‘Join the flip side’ and switch to using a Samsung foldable device.

The campaign from W+K Amsterdam is designed to continue to elevate Samsung’s appeal with trendsetters and people who want the very best experience from their mobiles to continue to build on its success with a quarter of Flip customers coming to Samsung from other brands – nearly half of those from our biggest competitor. 

Now in its fourth generation, the Galaxy Z Flip4 continues to break from convention to deliver new experiences to enhance everyday life while providing a stylish design that stands out from the crowd.

The campaign celebrates Samsung’s innovative devices and the people who choose them, through a hero film and content series that will run across TV, social and OLV.  OOH content is also being displayed at London’s iconic Piccadilly Lights.

The hero film takes front and centre stage, focusing on an exchange between housemates, where one is celebrating her new Galaxy Z Flip4 and the other housemate shows reticence for why she would want a foldable phone – over the course of the advert, the benefits of the device are made clear as she ‘joins the flip side.’

“At Samsung, we continue to challenge the norm with our innovative, industry-leading devices that transform customer experiences. With our Galaxy Z Flip4 ‘join the flip side’ campaign we are challenging customer perception – ‘why stick to what you know, when there’s something new and exciting available?’. We are targeting users who may be curious about the Samsung brand, showcasing the unique benefits of our product offering and tempting them to make the switch,” said marketing and omnichannel director for Samsung UK & Ireland, Annika Bizon.

Samsung has made switching to a Galaxy smartphone as easy and seamless as possible, whether your old phone is an Android, iOS, BlackBerry or Windows Mobile device. With the SmartSwitch app everything from your contacts to messages, your photos and videos to your music, your calendar events to your apps, even the device settings – can be transferred to your new Galaxy phone for users to pick up right where they left off.

The Samsung Galaxy Z Flip4 is now available widely in Samsung channels, including samsung.com/uk/, Samsung KX and major UK retailers.