Samsung's Innovative Marketing Strategy for Foldable Smartphones
Applicable Industries
- Equipment & Machinery
Applicable Functions
- Sales & Marketing
Use Cases
- Virtual Prototyping & Product Testing
About The Customer
The customer in this case study is Samsung, a multinational conglomerate headquartered in South Korea. Samsung is a global leader in several tech sectors, including smartphones, televisions, and home appliances. The company is known for its innovation and quality products. In this case, Samsung was looking to solidify its position as a leader in the foldable smartphone market, a rapidly growing tech product category. The company's target audience for this campaign was Gen Z and younger millennials, who are early adopters of new technology and have a keen interest in lifestyle trends, fashion, style, and entertainment.
The Challenge
Samsung, a global leader in the tech industry, faced a challenge in maintaining its leadership position in the rapidly growing foldable smartphone market. With several competitors entering the market with their own foldable smartphones, Samsung needed to demonstrate its pioneering role in foldable innovation and establish foldable smartphones as mainstream devices. The target audience for this campaign was Gen Z and younger millennial early adopters who are keen on lifestyle trends, fashion, style, and entertainment. These consumers are always eager to experience the best and the latest ahead of their peers. The challenge was to ensure that Samsung remained the first brand that comes to mind when people think about foldable devices.
The Solution
To address this challenge, Samsung partnered with Iris, a global integrated marketing agency, to create a unique and innovative marketing campaign. The campaign aimed to highlight the folding form-factor of the two new Samsung devices through large-scale 3D builds attached to large Out-Of-Home (OOH) sites. Large-scale 3D foldable phones were installed across four digital OOH locations in London, Liverpool, and Manchester. The campaign featured popular figures such as Raheem Sterling gaming on his Galaxy Z Fold 5 and Fearne Cotton practicing yoga with her Galaxy Z Flip 5. This strategy was designed to highlight the folding form-factor of the devices, Samsung’s category leadership, and the adaptable features of the devices.
Operational Impact
Quantitative Benefit
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