Need To Know
16 : 09 : 22

US and Europe – With many mobile users staying loyal to one smartphone brand year after year, a new campaign from Samsung is looking to make people aware of new innovations and challenge their expectations of what to expect from a new device.

The Join the Flip Side campaign focuses on the company’s latest generation of phones with foldable screens. Created in partnership with Wieden + Kennedy Amsterdam, it’s about pushing people out of their comfort zones with the tech they’re used to and getting them to explore alternative options. In the film, the Samsung Galaxy Z Flip 4 phone entrances one woman’s friend, literally folding up the world around her and giving it new meaning.

‘Creatively, we’ve embraced the people who proudly say they’d ‘never switch to Samsung’, making them feel seen and understood on the emotional journey of switching,’ explain Ramona Todoca and Ed Olhagaray, Wieden + Kennedy Amsterdam creative directors. ‘Instead of selling them on the latest innovation, we use something that happens in real life to plant the seed of doubt, then watch it grow… and multiply.’

The campaign is about alerting a new wave of users to the unexpected UX potential of folding smartphones.

California – Developed by high-performance wellness brand Hyperice, the Normatec Go massage system is fully portable and delivers dynamic air compression massage therapy to users wherever they are. Massaging the calf muscles increases circulation while reducing pain and tension in the entire leg.

Normatec has built a loyal following in the endurance and sports performance field, becoming a must-have item for recovery. The new device aims to deliver the recovery experience that its customers have become accustomed to in a more mobile form at a more accessible price. ‘By making the system much smaller and fully portable, we also made the technology more accessible to a wider landscape of users so more people can benefit from it,’ says Anthony Katz, founder of Hyperice.

The innovation is a prime example of the at-home fitness devices that are continuing to disrupt the sports sector, making home fitness more accessible and blending in seamlessly with the demands of modern life.

As the cost of living crisis continues to eat into consumers’ budgets, Britons are still willing to splash out on things that bring them pleasure, as long as the price isn’t too high. Some 42% of shoppers say they would pay £30 ($34, €34) or more for an item that makes them feel good, according to a new YouGov study commissioned by influencer marketing platform LTK.

Furthermore, 20% of shoppers confessed to increasing their beauty spending in the past six months as a way of distracting themselves from the relentless onslaught of bad news about rising costs – a clear confirmation of the lipstick effect in action. Overall, 59% of consumers admitted they had made an impulse purchase fuelled by escapism to make themselves feel better about the crisis.

The rise of so-called ‘dopamine dressing’ has led to increased demand for brightly coloured items in recent months, including lime green jumpers and pink shirts. Quality remains a priority, as consumers aim to feel like they’ve picked up a bargain amid the cost of living crisis.