MEMBERS
Phan Thịnh- Mai Trần Thiện
215046353 215041146
Vũ Phương Thoại Nguyễn Tạ Bảo
Tâm- 215015295 Ngọc-215046623
TABLE OF
CONTENTS
Executive Summary
Campaign Summary
Critical Evaluation
Recommendations for
Improvement
Conclusion
Campaign Executive Summary
CAMPAIGN NHAP HOI LINH HOAT
Samsung Galaxy Z Flip5 (80%)
PRODUCT FOCUS
Samsung Galaxy Z Fold5 (20%)
- Looking forward to 2024, Samsung aims to maintain the market share of folding
screen phones at about 60%, in line with the 2023 target.
- Samsung's ambitious goal is: to convince one billion people to switch to using
folding screen smartphones.
OBJECTIVE - Building the brand image "Flexible icon: Galaxy Z Series".
- Spreading in the "thinking backwards" community of young people, attracting the
attention of a large part of the GenZ community with about 15 million people.
- Increase Samsung's market share in the high-end smartphone market from 16%
(2022) to higher growth in 2023.
Stage 1 Message: Invite to the Flip Side
Phase 2 Message: Join the Flip Side with us NOW
Stage 3 Message: Welcome to the Flip Side
MESSAGE The overall message for the whole campaign: convey the message of flexibility
and dynamism of the younger generation. Genz are people who are always ready
to adapt to any change and constantly discover new things. Galaxy Z Flip is a
perfect tool for them to express their individuality and assert themselves to
everyone around them.
MARKET ANALYSIS
FLAGSHIP SEGMENT GROW 4% WITH FOLDABLE AS A GROWTH ENGINE IN 2H’23
COMPETITORS
Conclusion
Based on measurement and statistical data in Vietnam, Samsung has consistently held a dominant market share and maintained its position
for many consecutive years. This demonstrates that Samsung is effectively establishing and expanding its brand presence and credibility
globally, solidifying its unique position in Vietnam.
Building on its previous successes, in 2024, Samsung will continue to advance in the market with technology-integrated AI products. Samsung
aims to create more resonance and stronger connections with its fans and consumers.
WHY SAMSUNG DID CAMPAIGN ?
Because Samsung's direct competitor, Apple, also ran a campaign to
launch a new phone product line
Samsung wants to stay ahead of other competitors, catching up with
the folding phone market trend
Before that year, Samsung also had a campaign to launch the Galaxy Z
flip 4 and Z Fold 4 product lines, and Samsung wanted to improve it
into a more perfect version, the Galaxy Z Flip 5 and Z Fold 5.
TARGET AUDIENCE
Target customers are from 18 to 25 years old
Target customers for Target customers for Samsung
Samsung Galaxy Z Flip5: Galaxy Z Flop5
Fashion & Style - centric Productivity on-the-go
Desire to "Experience Immersive viewing and
Yourself" entertainment.
Lifestyle: Love to Good performance and
socialize and share premium design
.
Consumer Insight – Product
Z FLIP 5 Z FLOLD 5
WHAT THEY LOVE
DESIGN CONTINUITY OF DESIGN BIG SCREEN
APPLICATION
MULTI-TASK FEATURE INNOVATION
WHAT THEY CONCERN SUITABLE PRICE GAP WHEN CLOSED
DURABILITY
VISIBLE CREASE LINE RATED WATER
Value-added Service
CAMPAIGN OBJECTIVES
Phase 1 :
Stimulate curiosity for upcoming innovation
Introducing the spirit of Flip Thinkers
Phase 2 :
Promote visibility and social discussions around Flip Thinkers
Customers call for pre-orders
Phase 3 :
Maximizing B5Q5's Social Proof Through Subcultural Validations The overall objective of the " Hoi Nhap Linh Hoat " campaign
Call to exchange & purchase Raising awareness about the Samsung Galaxy Z Fold5 and SamSung
Block brand A buzz and conversions Galaxy Z Flip5 series
Increase sales: conveying new and dynamic messages of the young
generation, hitting deeply into the psychology of customers.
Building a dynamic and youthful Samsung brand image " Biểu
tượng linh hoạt: Galaxy Z Series ": The campaign wants to change
consumers' perception of the Samsung brand. The campaign wants
to convey the message that Samsung is a brand that is always at the
forefront of technology trends and always cares about the needs of
the younger generation.
HIGHLIGHT ACTIVITIES
Billboard
HIGHLIGHT ACTIVITIES
Double Down OOH started from Tease to RTS to maximize the awareness x Gen Z in landmark places
HIGHLIGHT ACTIVITIES
“Flip the unpacked” with the highlight of 1st time in Seoul & amplify its contents across channels
RESULTS
KPI 80% reach (1+) & 78% reach (3+) in 12 wks (TV &
OLV+CTV)
Holistic Media Plan in full funnel and high
Frequency to up lift brand recall:
+ Reach: 45 (86% pool| 101% KPI)
+ 44.7M Digital Views| TV GRP 657.3
+ Freq. 11
+ MVR: 45% (vs KPI 45%)
+ Orders: 179 (97% vs KPI)
RESULTS
BRANDING
STRATEGY
Samsung campaigns to innovate the consumer experience
through product improvements
Build relationships with customers thereby turning your
customers into loyal customers
Build Flipside brand awareness and awareness through
communication activities. The campaign also emphasizes
connecting with Gen Z, creating a bond between the
Samsung brand and the target audience. Besides creating
connections with Gen Z by building customer loyalty and
trust by providing trustworthy value and creating long-term
relationships with customers, Samsung also partners with
Core members and creators of Subculture in Gen Z product
design & brand experiences to create unique products.
EVALUATE
The campaign generated
positive engagement from the
target audience.
In the Awareness stage,
Samsung wants to build a
modern, innovative, and
trustworthy image. Rejuvenate
the brand and expand customer
age. At the same time, it also
creates trust and receives trust
from customers
BRAND EQUITY FACTOR CHOICES
The "Flexible Nhat Association" campaign focuses mainly
on existing brand value elements, raising product
awareness as well as the message that the campaign
conveys. NPS has been widely adopted as a key metric often linked
Positioning itself in the hearts of customers is the largest to the revenue potential of a company’s product or service.
electronics corporation in Korea. The goal is brand The metric is based on customer responses to the
awareness and building loyalty. Samsung's awareness of question: "On a scale of 0 to 10, how likely are you to
the Samsung Galaxy Z5 is growing widely and driving recommend the product to a friend?".
Generation Z participation, while creating affinity with the
Samsung brand.
EVALUATE
Samsung's level of customer loyalty and service quality is ranked #1. This confirms that Samsung's image in the eyes of
consumers is very high. Through the rate of times customers return to use the brand, this shows the level of customer
attachment to the brand image.
COMMUNICATION CHANNEL CHOICES
Stimulate users by raising
awareness through
communication channels
Create purchasing
motivation for users
Create trust for customers
through the number of
followers of Samsung's
EVALUATE media channels
Consumers know the
Samsung brand image
through media channels
Activate conversations and
discussions about
products through posts on
social networks such as
FaceBook, Instagram,...
CREATIVE
CONTENT Regarding images: SamSung has used images very effectively, as
can be seen through interactivity and approach
Attract attention: Samsung's image made a strong and
unforgettable impression on its Gen Z target audience, while
raising brand awareness and the Flexible Join campaign.
Arousing emotions: Images evoke confidence, dare to confront
all barriers, break traditional patterns to flexibly accept new
things, discover different ways of thinking and limitless potential
from each individual's unique identity.
The image attracted the attention of millions of viewers and
encouraged participation from the Samsung community. On
social media platforms, images have contributed to making
posts more popular: Masthead (reached 18 million), TopView
(reached 14 million), FB RnF (reached 16 million).
Message
“Flexible joining” is not simply about equipment but
also a place to gather brave young people, change
colors, “think backwards – do it”, do it yourself, express
yourself and shine with own identity. Samsung urges
users to confidently overcome all barriers, break
conventional patterns to flexibly accept new things,
explore different lines of thinking and limitless
potential from each person's own identity. individual.
CREATIVE Regarding images: SamSung has used images very
effectively, as can be seen through interactivity and
approach:
CONTENT Attract attention: Samsung's image made a strong and
unforgettable impression on its Gen Z target audience,
while raising brand awareness and the Flexible Join
campaign.
Arousing emotions: Images evoke confidence, dare to
confront all barriers, break traditional patterns to
flexibly accept new things, discover different ways of
thinking and limitless potential from each individual's
unique identity.
The image attracted the attention of millions of
viewers and encouraged participation from the
Samsung community. On social media platforms,
images have contributed to making posts more
popular: Masthead (reached 18 million), TopView
Message (reached 14 million), FB RnF (reached 16 million).
“Flexible joining” is not simply about equipment but also a
place to gather brave young people, change colors, “think
backwards – do it”, do it yourself, express yourself and shine
with own identity. Samsung urges users to confidently
overcome all barriers, break conventional patterns to flexibly
accept new things, explore different lines of thinking and
limitless potential from each person's own identity.
individual.
CAMPAIGN
EFFECTIVENESS
Achieve reach and views: Plan to achieve a significant
reach of 45 million people (86% of target group),
exceeding KPI target by 101%. Digital views were 44.7
million, and TV GRP score reached 657.3, showing
popularity across various media channels.
Youtube: Increase +6.5% compared to KPI
Facebook: Ad recognition increased by +6.1% compared to
KPI
Tiktok: Increase +10.1% compared to KPI
Perception Metrics: Market Visibility Ratio (MVR) of 45%
meets KPI target of 45%, ensuring brand visibility.
Order Conversion: Due to strong awareness metrics, the
number of orders achieved was 179 products, exceeding
the KPI by 97%, demonstrating effective conversion
strategies after awareness.
Experiential Marketing: Includes hands-on experiences like
pop-up stores, interactions with retailers, and activities on
college campuses. The pre-order count of 145 and
engagement with 33.6K people shows successful
engagement strategies
CAMPAIGN
EFFECTIVENESS
Conversions through Influencers (KOL & TOL): KOLs
and TOLs play a key role in driving conversions, as
demonstrated by 378 results and an interactive
dashboard of up to 1.8 million people
Subculture Community and Social Engagement:
Campaign leveraged sub-industry and platforms
like TikTok for engagement, leading to significant
results and generating engagement, 1.8x higher
than B4Q4.
Product Innovation and Creativity: Plan to increase
product reengineering across relevant industry
subgroups, achieving impressive results (292 paid
products and 2235 earned products), exceeding KPI
up to 117% and 147% compared to B4Q4.
MONITORING
RECOMMENDATIONS
FOR IMPROVEMENT
Challenging the flatness, "overturning" the
conventional view, always changing, creating a
flexible way of self-expression, flexible integration
with thinking and differences in diverse
experiences, ready to unlock limitless potential for
Flip Thinkers to prove themselves. Launching two
product lines: Galaxy Z Flip5 and Galaxy Z Flop 5
with unique beauty and a compact, balanced but
no less trendy folding design, ready to accompany
customers to unleash their freedom of expression.
Show your OWN personality.
Samsung has been gradually asserting its position
through products to understand customer
psychology and rejuvenate the brand by extending
its TA age. The flexible integration campaign is
considered quite successful because it helps
customers have a more comprehensive view of the
campaign and brings Samsung's image closer.
Besides, it also contributes to promoting sales and
enhancing brand recognition
CONCLUSION
After completing the work on the campaign,
the team had a comprehensive perspective
on the campaign with good points and
points that needed improvement through
the campaign that Samsung deployed to
customers, the campaign was not really
segmented to the whole. All ages know
Samsung effectively
The Z Flip 5 2023 campaign caused a huge
impact, especially among young Gen Flip 5
on the Vietnamese market, amazingly
creative and impressive design, creating a
fever in the market at that time.
From professional assessments, increasing
quality and creativity for the Samsung
brand, assessments help capture
psychology and trust from a
comprehensive perspective that puts you
in the customer's position. For the brand,
the desire for the best and highest quality
campaigns that put customers first.
APPENDIX
https://advertisingvietnam.com/samsung-va-chuoi-chien-dich-dai-hoi-mang-galaxy-z-flip-5-phu-
song-toan-cau-3d-ooh-trai-dai-tu-au-den-a-gioi-thieu-san-pham-tren-show-the-new-mentor-dinh-
dam-p22753
https://advertisingvietnam.com/don-dau-xu-huong-3d-ooh-trong-nam-2023-tu-cac-chien-dich-cua-
coca-cola-nike-samsung-p21384
https://genk.vn/giai-ma-nhap-hoi-linh-hoat-co-gi-vui-du-vay-20230731170249519.chn
https://news.samsung.com/us/new-samsung-foldable-campaigns-bring-together-digital-physical-
worlds/
https://marketing.twitter.com/en_gb/success-stories/samsung-turns-heads-with-stylish-twitter-
campaign-for-galaxy-z-flip
https://mobilesyrup.com/2023/08/11/samsung-galaxy-z-flip-5-review/
https://about.instagram.com/blog/announcements/hands-free-instagram-with-samsung-flip-
phones
https://www.samsung.com/global/galaxy/galaxy-z-flip4/
https://digitalagencynetwork.com/samsung-invites-smartphone-users-to-join-the-flip-side-before-
galaxy-unpacked-next-week/
https://www.phonearena.com/news/samsung-galaxy-z-flip-5-teaser-video-join-the-flip-side-season-
2-commercial_id148698
