Iris has been working with Samsung across integrated comms in Europe, APAC and the US since 2014.

Foldable smartphones remain the fastest growing tech product category in 2023 and beyond. With several competitors entering the market with their own foldable smartphones.

We needed to demonstrate that Samsung remain a leader in this category and are pioneers of foldable innovation, while driving growth in the category and establishing foldable smartphones as mainstream devices.

The target audience was Gen Z and younger millennial early adopters with a focus on lifestyle trends, fashion, style and entertainment. The audience want to experience the best and the latest first, ahead of their peers. 

We understood that Samsung is the brand that comes to mind first when people think about foldable devices and so our response aimed to highlight the folding form-factor of the two new Samsung devices through large-scale 3D builds attached to large OOH sites.

We installed large-scale 3D foldable phones across four x digital OOH locations (48 sheets in London, Liverpool and Manchester), featuring Raheem Sterling gaming on his Galaxy Z Fold 5 and Fearne Cotton practicing yoga with her Galaxy Z Flip 5. Our campaign highlights the folding form-factor of the devices, Samsung’s category leadership and the devices adaptable features.