"Unfluencer" Z Flip3 Tease Campaign

Making the Z Series iconic for Gen Z.
Samsung Electronics
Project Type
Campaign, Social

In 2021, Samsung launched Galaxy Z Fold3 and Flip3 to take Z Series from niche to mainstream by positioning them as a must-have phone for Gen Z. First, we had to accelerate awareness and generate excitement. The catch? We couldn’t “reveal” the new phones in our advertising.

We discovered Galaxy Z Series owners who love talking about their experiences owning a foldable phone. This lead to the insight that these owners get “unwanted” attention due to the eye-catching nature of their phones. By pairing our favorite owner comments, dry humor, a splash of sass and the tagline: “Are you ready for this life?” we drew in Gen Zers looking to stand out and turn heads with new tech.
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