Tribal Aotearoa and Samsung have hit on a really interesting strategy to target Gen Z. Young people (all young people ever) make a religion of their individuality. But being up with “what’s hot” matters. What’s hot is invariably what everyone else is doing. It’s an oxymoron youth doesn’t really see…
…until it’s pointed out. Which is what the campaign does. The campaign heroes Samsung’s Galaxy Z Flip7 phones as “not same-same”. But it also makes the phones underdogs. The phones “no one” is using.
The campaign with its films by FINCH director, Stephen Carroll, asks Gen Z why have the same phone as everyone else. The films are witty, using the metaphor of holding hands to represent being glued to the same thing and give the campaign a magnet to draw them in.
According to Tribal and Samsung, the campaign positions Samsung as the brand for those willing to stand out and ‘flip’ their perspective, acknowledging the real anxiety around switching, but reframing it as something exciting and celebratory for a generation that likes to be different.
“The real bravery in this campaign is that it doesn’t tell the audience what to think – it starts the story, and lets you finish it,” stated Haydn Kerr, executive creative director at Tribal. “It allows the audience to arrive at their own conclusions, which is the only way to get customers to rethink their phone choice.”
Credits:
Client: Samsung
Group Marketing Director: Shannon Watts
Head of Marketing Communications: Anne Vacek
Marketing Communications Manager: Ariana Tugaga
Creative Agency: Tribal Aotearoa
Production Company: FINCH
Executive Producer: Rebekah ‘Bex’ Kelly
Managing Director: Corey Esse
Producer: Nikki Walker
Director: Stephen Carroll
DOP: Marty Williams
Production Designer: Joseph Leary
Post Production Company: Atticus
Colourist: Matic Prusnik
Casting agent: Catch Casting
Editor: Adam Page
Lead VFX Artist: Stu Bedford
Music: Mahuia Brigman-Cooper
Sound: Franklin Road
Media Agency: Spark Foundry
In the UK, same product range, different agency, different idea:
