Samsung Unveils ‘Galaxy flexival’ to Showcase New Foldable Devices
Singapore - samsung Electronics Singapore has launched “Galaxy flexival,” a digitally-focused festival designed to highlight the innovative features of its Galaxy Z series foldable smartphones. The campaign utilizes interactive experiences and content to demonstrate the versatility of the Galaxy Z Fold7 and Z Flip7, aiming to connect with consumers in novel ways.
“Unexpected Reviewers” Campaign highlights Creator Talent
A central component of “Galaxy flexival” is the “Unexpected reviewers” campaign. This initiative features Singaporean creators Norbin Ngoh, Xixi lim, and Raynold Tan in a micro-series exploring how the Galaxy Z Fold7 and Z Flip7 can unlock hidden talents.The first episode,produced by Cheil singapore,showcases fashion photographer Norbin ngoh utilizing the Galaxy Z Fold7’s capabilities.
Ngoh expressed his enthusiasm, stating that the new Samsung device allows him to “do it even better.” The video demonstrates the phone’s high-resolution camera and the practical “object eraser” feature, which allows users to seamlessly remove unwanted elements from photos. The series will continue with Xixi Lim revealing her own unexpected skill in a future installment.
Did You Know? Samsung first entered the foldable smartphone market in 2019 with the Galaxy Fold, pioneering a new category in mobile technology.
Interactive Experiences and brand Partnerships
beyond the “Unexpected reviewers” series, “Galaxy flexival” includes “Unexpected livestreams” hosted by TeamGalaxy influencers in surprising locations.these livestreams, along with on-demand highlights offering tips and tricks, aim to provide engaging content for Samsung users. Consumers can also participate in the “Find your flex” quiz,which recommends device features based on individual interests,such as gaming or horticulture.
Samsung has also partnered with Korean beauty brand JUNGSAEMMOOL for the “Unexpected side” campaign.This collaboration invites consumers to share stories about their close relationships, or “Seoulmates,” with three winning pairs receiving a K-beauty makeover experience captured on the Galaxy Z Fold7.
Marketing Strategy and consumer Engagement
lynn Chong, head of marketing at Samsung Electronics Singapore, explained the rationale behind “Galaxy flexival.” “Many consumers today are relying on both offline and online experiences to seek best recommendations when it comes to their purchasing decisions. Hence, we conceptualised ‘Galaxy flexival’ as a way to bring another dimension to our product storytelling and to demonstrate how our innovative products can have a real impact on our consumers’ lifestyles,” she said. Chong further emphasized the festival’s role as a primary resource for those seeking to enhance their daily lives with Samsung’s smart devices.
Pro Tip: Utilizing user-generated content, like the “Seoulmates” campaign, can considerably boost brand authenticity and engagement, fostering a stronger connection with consumers.
Focus on Gen Z and AI Integration
This campaign builds on Samsung’s broader strategy to connect with Gen Z audiences. In May, the company launched a global campaign, developed by BBH Singapore, for the Galaxy S25 Ultra. This campaign highlighted the device’s AI capabilities, powered by Google Gemini, and demonstrated how it can assist users in overcoming everyday challenges through conversational AI features like Gemini Live.
| Campaign | Focus | Key Features | Target Audience |
|---|---|---|---|
| Galaxy flexival | Showcasing Galaxy Z Fold7 & Z Flip7 | interactive content, creator collaborations, quizzes | Broad consumer base |
| Galaxy S25 Ultra Campaign | AI Capabilities | Google Gemini integration, conversational AI | Gen Z |
What innovative features are most vital to you when considering a new smartphone? And how do you see foldable technology evolving in the future?
The Evolution of Foldable Technology
Foldable smartphones represent a significant advancement in mobile technology, offering users a larger screen experience in a compact form factor. While early models faced challenges related to durability and cost,recent iterations have addressed these concerns,making foldable devices increasingly appealing to mainstream consumers.The market is expected to continue growing as manufacturers refine the technology and explore new use cases. According to a report by Statista, the global foldable smartphone market is projected to reach over 50 million units shipped in 2024, demonstrating the increasing demand for this innovative form factor.
frequently Asked Questions about Samsung’s Galaxy Flexival
- What is Samsung’s Galaxy flexival? It’s a digital festival designed to showcase the Galaxy Z Fold7 and Z Flip7 through interactive campaigns and content.
- Who are the creators involved in the “Unexpected reviewers” campaign? Norbin Ngoh, Xixi lim, and Raynold Tan are the featured creators.
- What is the “Find your flex” quiz? It’s a quiz that recommends Galaxy device features based on your personal interests.
- What is the partnership with JUNGSAEMMOOL about? It’s a campaign inviting consumers to share stories about their close relationships,with prizes including K-beauty makeovers.
- What is Samsung’s strategy for reaching Gen Z? Samsung is focusing on AI-powered features and engaging content, as demonstrated by the Galaxy S25 Ultra campaign.
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