Samsung Z Series Foldable phones: A Long-Term Approach To Influence

Client: Samsung

Samsung’s launch of folding phones was the biggest single innovation in smartphones in over a decade, but awareness and adoption was initially slow. Our long term strategy aimed to turn this from niche to mass by getting them seen “in the wild” in the hands of people who could make the devices aspirational, accessible and relevant.The campaign evolved from early adopters to fashion-forward individuals, culminating in massmarket appeal and exponential sales growth . Key highlights included collaborations with music festivals, fashion shows, daytime TV shows, and some of the biggest ever radio presenter partnerships.