Galaxy Z Flip Launch

TIMING

Early 2020 at the launch of the device

ELEVATOR PITCH:

Challenge: The objective of this campaign was to create a buzz and hype about the new Galaxy Z Flip, and radio was the chosen platform to create this brand awareness and desirability in turn actively drive sales for the sales days. The Galaxy Z Flip, as the only pocket-sized foldable phone that enables users to take selfies without even touching the screen, was positioned as the innovative and stylish must-have phone of the moment.

Idea: The Samsung Galaxy Z Flip is all about exclusivity and lifestyle, so, using popular presenters as drivers for this campaign, the radio stations were able to create brand association, desirability and entice a crowd out get to be part of the launch.

Solution: 947’s Fresh and Mantsoe, 702’s Bongani Bingwa and Azania and Cape Talk’s Refilwe and Pippa were identified as influencers for the campaign. The influencers would position the phone as a “must-have” item for the season pushing the desire to own one.

CREATIVE ELEMENTS:

The campaign used a combination of endorsed Power Spots/Content Moments, station social media, influencer social media, recorded generic audio and an Outside Broadcast to create the desired hype, excitement around both the product and the launch.

RESULTS:

947

• 152 562 Facebook Reach
• 189 837 Twitter Impressions
• 844 215 Radio Reach

702

• 120 962 Facebook Reach
• 110 957 Twitter Impressions
• 407 561 Radio Reach

947

• 18 464 Facebook Reach
• 1 719 Twitter Impressions
• 58 603 Radio Reach.