Samsung has just launched the new Galaxy Z Fold6 and Galaxy Z Flip6 product lines on July 10. But perhaps the launch event was not enough for Samsung to convey the heat of this blockbuster product. Recently, the Brand turned the Old Street neighborhood in East London, England into “Fold Street” to spread the Galazy Z Fold6 and Z Flip6 to a large number of users in the foggy country.
New phone model integrates Samsung’s advanced AI technology
The campaign is a collaboration between the famous Korean electronics brand and Transport for London. Samsung has “magically” folded everything on the streets of London. In Bishops Square (now renamed Fold Square), an iconic red bus “folded” at a 90-degree angle appears. It is known that this is the work of artist Caspar Philips – who spent 2 months designing and manufacturing from recycled materials from a real-life London bus. The model is 6m x 6m2 in size, exactly like a real-life bus.
Unique “folding” bus on the streets of London
Not only that, Samsung also joined hands with another famous designer – Jem Hughes to create unique works of art such as: telephone booths, park benches and lampposts. What’s special is that all are “folded” inspired by Samsung’s new product line. The entire Old Street train station from the ticket gate to the platform is covered with the image of “Fold Street” and Transport for London has allowed to change the name of Old Street to Fold Street during the campaign. In particular, these “folded” works of art are displayed on Fold Street from July 24 to July 27.
Foldable phone booth
Sharing about this Creative campaign, Annika Bizon – Samsung’s Chief Marketing Officer, said: “To celebrate the launch of the new Galaxy Z series, we wanted to bring a series of surprises to London, including renaming Old Street to Fold Street. Samsung has a tradition of innovation, from folding glass in the Galaxy Z Series to folding buses and iconic landmarks.”
Samsung “folds” the world
Not stopping at stunning street models, Samsung also expanded the campaign by deploying taxi ads, murals and digital screens from Fold Street to Fold Square. Samsung brought the experience of using the new phone model right on the AI buses and passersby will participate directly for the chance to win a holiday and a prize worth £2,000.
Samsung deploys advertising on taxis
Creating such a unique and comprehensive campaign required collaboration from many advertising agencies and Samsung partners. There was Taylor Herring with the iconic artwork. There was Iris taking care of the experiential elements, Starcom was behind the media planning. And there was Coolr taking care of the media categories on Social Media platforms.
Old Street – London’s iconic street has been renamed Fold Street
The campaign to “fold” the entire London street has not only made a mark on an iconic British building – Old Street, but also attracted a lot of public attention. Once again, Samsung showed its unlimited creativity. Harmoniously combining street art with modern technology, Samsung has brought interesting experiences to its customers.
Samsung once redesigned the London Underground map
The campaign is an extension of Samsung’s successful collaboration with Transport for London earlier this year, which saw the launch of Circle to Search, a platform designed for the Samsung Galaxy S24 phone, by redesigning the London Underground map into a Circle to Search. The platform allows users to search for information about anything they see on the screen without leaving the app they are using.
With the London Underground map being a century old, Samsung’s idea was considered bold but brought about a surprising effect when “renewing” one of the famous symbols of England.
Epilogue:
Samsung continues to not disappoint its users with an impressively creative and dedicated advertising campaign. Bringing a prominent feature that only Samsung has to real life, right on the streets of London, not only spreads the brand’s product image but also gives users the opportunity to directly experience the company’s new phone model. The multi-party cooperation with leading advertising companies and the London Transport Authority shows the meticulousness and comprehensiveness of this campaign. Samsung, with its constant efforts to improve the customer experience, will continue to make history with many other promising campaigns in the future.
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