Silver
Direct
Digital
| Entrant: | Cheil Worldwide, Seoul |
| Brand: | Samsung Mobile |
| Title: | "Try Galaxy Fold Experience" |
| Corporate Name of Client: | Samsung Electronics |
| Media Company: | Cheil Worldwide, Seoul |
| PR Company: | Cheil Worldwide, Seoul |
| Consultancy Company: | Cheil UAE, Dubai |
| Consultancy Company Executive Creative Director: | Ramzi Ibrahim |
| Consultancy Company Creative Director: | James Tan |
| Consultancy Company Associate Creative Director: | Jagal Gopinath |
| Consultancy Company Account Director: | Tyler Yeom |
| Agency: | Cheil Worldwide, Seoul |
| Creative Director: | Jesse Wong |
| Art Directors: | Seeon Haeng Lee/Su Jin Lim |
| Agency UX Director: | Minah Kim |
| Agency UX/UI Designers: | Hyeyeon Ro/Sungeun Choi/Jinhee Baek |
| Agency Tech PM: | Jin Young Yang |
| Agency Tech PL: | Ja Yong Hur |
| Agency Data Analysts: | Soyoung Lee/Kyumin Jeon/Dohyun Park |
| Agency Account Executives: | Eun Ji Kim/Mi Jin Oh/Byeong Yeon Moon/Soo Hyun Lee/Sou Youn Lee/I Rang Lim |
| Agency Account Director: | Byung Gon Park |
| Agency Campaign Planning Director: | Eldad Heilweil |
| Agency Campaign Planner: | Sewon Min |
| Digital Company: | Cheil Worldwide, Seoul |
| Digital Company Managing Director: | James Blair |
| Digital Companies Directors: | Minji Kim/Juyong Lee |
| Digital Company Lead Business Partner: | Laura Bathurst-Adams |
| Digital Company Product and Innovation Lead: | William Falloon |
| App Development Companies: | TOV Inc., Seoul/Tribal Aotearoa, Auckland |
| Production Company Director: | Jake Plunkett |
| Production Company Executive Producer: | Albert Park |
Description:
We learned from research that the #1 reason iPhone users dismiss the Fold experience is that “Galaxy Z Fold looks cool but it’s not for me” (Sentiment research 2022).
Watching a demo film online doesn’t really convey the immersive benefits of Fold, and getting iPhone users to step into a retail store is nearly impossible.
CREATIVE IDEA To get them to experience Fold for themselves, we created a first-of-its-kind demo that lets them try Fold on their own terms and their own iPhones, and learn how Fold offers an experience that’s twice as immersive compared to their traditional iPhones.
STRATEGY We guided ourselves with 3 principles to break the inertia. 1. Trying is more powerful than showing. There are ton of assets that “show” Fold but the experience can never be as real as a first-hand experience.
2. Make the experience social. Bringing two iPhones together means we’re bringing two iPhone users together, sparking buzz within the iPhone community.
3. Be disruptive yet convenient. The experience shouldn’t require anything extra but should take place on their own iPhones.
EXECUTION After six months of development, we’ve launched “Try Galaxy Fold Experience,” a first-hand experience where two iPhones are synced with a 6-digit code to transform into a single, immersive Galaxy Z Fold interface, where users can watch, play and see the difference for themselves.
RESULTS This initiative amassed over 10.6 million downloads in 5 months, with over 75% reporting a more positive perception of Galaxy post-experience. Due to the success, we rolled out an Android version earlier this year to expand reach to old-Galaxy users and other Android users.