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.
Flip the script on consumers who are set in their ways by creating campaigns that showcase innovation and show them what they’re missing out on