Samsung: The Clack Flex challenge

Samsung collaborated with TikTok for the launch of the new Samsung Galaxy Z Flip 4 in the Philippines to drive preference, challenge the idea of what a smartphone is capable of, and reinvent the mobile experience.

Campaign details

Agency: Starcom PhilippinesRegion: APAC

Strategy

Objective

Market Challenge: The Philippines was not only a predominantly bar phone market but was also experiencing the world's longest-running COVID lockdown when Samsung's first three foldable models were launched. For the launch of the new Samsung Galaxy Z Flip 4, we had a stronger opportunity to make our foldable phones mainstream as countrywide social restrictions were lifted.

Brand Challenge:The launch of the Samsung Galaxy Z Flip 4 was critical to the mobile business of Samsung Philippines. Since 2019, Samsung's equity scores on awareness and preference were experiencing...

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