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  • SUB CATEGORY :
    CUSTOMER ACQUISITION & RETENTION
  • COMPANY ENTERING :
    CHEIL WORLDWIDE, SEOUL
  • TITLE :
    TRY GALAXY FOLD EXPERIENCE
  • BRAND :
    SAMSUNG MOBILE
  • ADVERTISER :
    SAMSUNG ELECTRONICS
  • AGENCY :
    CHEIL WORLDWIDE, SEOUL/
    CHEIL UAE, DUBAI
  • EXECUTIVE CREATIVE DIRECTOR :
    RAMZI IBRAHIM
  • CREATIVE DIRECTOR :
    JESSE WONG/JAMES TAN
  • ASSOCIATE CREATIVE DIRECTOR :
    JAGAL GOPINATH
  • ART DIRECTOR :
    SEEON HAENG LEE/SU JIN LIM
  • TECH PL :
    JA YONG HUR
  • TECH PM :
    JIN YOUNG YANG
  • UX DIRECTOR :
    MINAH KIM
  • UX/UI DESIGNER :
    HYEYEON RO/SUNGEUN CHOI/JINHEE BAEK
  • ACCOUNT DIRECTOR :
    BYUNG GON PARK/TYLER YEOM
  • ACCOUNT EXECUTIVE :
    EUN JI KIM/MI JIN OH/BYEONG YEON MOON/
    SOO HYUN LEE/SOU YOUN LEE/I RANG LIM
  • STRATEGIC PLANNING DIRECTOR :
    ELDAD HEILWEIL
  • STRATEGIC PLANNER :
    SEWON MIN
  • RESEACH & DATA ANALYST :
    SOYOUNG LEE/KYUMIN JEON
  • MEDIA AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • PR AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • FILM PRODUCTION COMPANY :
    TOV INC, SEOUL/TRIBAL AOTEAROA, AUCKLAND/
    ALBERT PARK PRODUCTION/GOODCOMPANY
  • MANAGING DIRECTOR :
    JAMES BLAIR
  • DIRECTOR :
    MINJI KIM/JUYONG LEE
  • EXECUTIVE PRODUCER :
    ALBERT PARK
  • FILM PRODUCER :
    JAKE PLUNKETT
  • PRODUCT AND INNOVATION LEAD :
    WILLIAM FALLOON
  • LEAD BUSINESS PARTNER :
    LAURA BATHURST-ADAMS
  • CAMPAIGN SUMMARY :
    iPhone users are the most reluctant audience segment to try Galaxy, even with a disruptive & innovative form factor such as the Galaxy Z Fold which unfolds into a tablet sized phone.
    Watching a demo film online doesn’t really convey the immersive benefit of Fold, and getting iPhone users to step into a retail store to try it out for themselves is nearly impossible.
    We learned from research that #1 reason iPhone users dismiss the Fold experience is that “Galaxy Z Fold looks cool but it’s not for me” (Sentiment research 2022).
    So, 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, their own iPhones and their own time, and learn how Fold offers an experience that is twice as immersive compared to their traditional iPhones.
    After six months of development, we’ve launched “Try Galaxy Fold Experience,” a first-hand experience that two iPhones are synced with 6-digit code and transform into a single, immersive and impressive Galaxy Z Fold interface, where users can watch, play and see the difference for themselves.
    This initiative amassed over 10.6 million downloads in 5months, with over 75% of users reporting a more positive perception of Galaxy post-experience.
  • CREATIVITY/IDEA/INSIGHT :
    When Galaxy Z Fold was introduced to the world, it drew global attention as the pioneer of the foldable phone category. However, its unconventional form factor was also a barrier as it was difficult to imagine how Fold would actually feel in the palm of our hands. “Galaxy Fold looks cool but it’s not for me” was the popular sentiment in 2022. Some were fearful to break their walled garden while some simply felt lazy to explore the unknown.
    Try Galaxy Fold experience is more than a product trial. It’s a shareable social experience.
    We’ve selected 3 features that are unique to Z Fold (immersive view/multitasking/gaming) and created similar experiences where users can interact seamlessly across two screens. When two iPhones are paired together, they’re not just doubling the screen size but they’re also doubling the experience.
    Double the impact by watching an epic video of an underwater scenery that spans across edge to edge of the doubled screen. Double the capabilities by interactive elements like dragging and dropping images from one app to another in multi-tasking view. Double the fun by playing a game of air hockey where the puck glides from one screen to the other.
  • STRATEGY :
    Our target was clear - iPhone users. They are the most reluctant audience segment to try Galaxy, stuck in their walled garden. And Galaxy Z Fold was our breakthrough opportunity to get them hooked. It was our most revolutionary smartphone that actually got their heads turning, as we started gaining more tech reviews and social chatter.
    We guided ourselves with 3 principles to break the inertia of iPhone users.
    1. Trying is more powerful than showing. There are tons of assets that “shows” Fold like YouTube reviews, demos, and articles. But the experience can never be as real as a first-hand experience, interacting with it yourself.
    2. Make it a social experience. When we bring two iPhones together, we’re essentially bringing two iPhone users together, which can naturally spark conversations and cause social buzz within the iPhone community.
    3. Be disruptive yet convenient. There’s nothing extra to prepare to start the Fold experience. Everything is taking place on their own iPhones that they’re already familiar with.
  • EXECUTION/EXECUTION & CRAFT :
    Our 6-month development process moved towards the goal of creating an easy and enjoyable Try Galaxy Fold experience.
    We used Web Real-Time Communication (WebRTC) technology, which allows direct communication of web browsers between the two iPhones, minimizing latency and allowing smooth sharing of high-quality video, audio and interaction. This connection method was the key as it let us synchronize the two iPhones as if they’re one. From the user’s side, it’s as simple as scanning a QR code and pairing the two phones with a randomized 6-digit code – and they’re good to go!
    Try Galaxy Fold Experience launched globally on August, 2023 and has been on service until now. It supports 20 languages and is available in 114 countries. We’ve maximized reach through campaign films, collaboration content with influencers, and online/offline QR installations in major cities like NYC and Jakarta.
  • RESULT :
    Try Galaxy Fold Experience caught the attention of iPhone users worldwide, reaching 10.6 million app installations (Aug to Dec 2023). iPhone users from 114 countries including US, India, Brazil, Vietnam, UK, and Ecuador are now Try Galaxy users.
    It became a stepping stone for iPhone users to become more familiar with Galaxy. More than 75% said their perception of Samsung Galaxy has changed positively after the experience. And more than half of our users said they are more likely to consider purchasing Galaxy products.
    Try Galaxy also proved to be one of our most engaging Galaxy experiences yet. Average time spent on Try Galaxy is 116 seconds which is 4.8x longer than time spent on retail experience app (approximately 24 seconds). And among all the features, Fold Experience is where they enjoyed the most of their time.
    Due to the success of Try Galaxy Fold Experience, we are planning to roll out an Android version this year, as we expect to reach old-Galaxy users and other Android phone users.