Samsung: Galaxy Z Flip4 /Z Fold4 – curate your flex mode

Samsung, a smartphone manufacturer, built a "personalisation" platform called Galaxy ME to enhance market share in the new foldable market phase, boost brand preference, enhance brand relevance and experiences, and strengthen consideration from undecided audiences in Vietnam to switch and upgrade.

Campaign details

Brand: SamsungAgency: Cheil VietnamRegion: APAC

Strategy

Objective

The flagship smartphone category is rapidly growing, offering various brands and models. Since 2019, Samsung's leadership has been cemented by innovative foldable tech, like the successful Galaxy Z series, attracting luxury audiences and converting iPhone users. Now, Samsung aims to enhance its market share in the new foldable market phase.

In the Galaxy Z series:

  • Galaxy Z Flip4: Versatile camera phone
  • Galaxy Z Fold4: Powerful pocket PC

Understanding Gen MZ, we've noted their desire for identity-focused smartphones that elevate daily experiences. The challenge is boosting brand...

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