By John Glenday | Reporter

January 20, 2022 | 2 min read

Samsung is partying like it’s the year 2000 to promote a flippable phone – a style not seen since the pre-iPhone days at the turn of the millenium.

Paying homage to the foldable designs that were then in vogue, the Samsung Galaxy Z Flip 3 updates the iconic design for the present day, even if the accompanying marketing campaign remains true to its roots.

Resurrecting the popular pop band Steps for the occasion, the social-first campaign sees members of the public thrust back in time by an impromptu burst of song and dance at the O2 arena in London with a surprise flashmob.

Orchestrated by VCCP London and production company Girl&Bear, the bout of noughties nostalgia proves that the Flip3 isn’t only suitable for those wearing rose-tinted specs. A modern remix of Steps song Deeper Shade of Blue mirrors up-to-the-minute functionality such as hands-free selfies and split-screen operation, ensuring the design remains relevant for contemporary consumers.

Aurélien Pakula-Rayssac-Baures, associate creative director at VCCP London, said: “When we first had a chance to play with the new Samsung Galaxy Z Flip3, it took us straight back to the early noughties when flip phones and pop dance moves were the norm. So, building on these nostalgic feelings and the current TikTok dance trend, it felt natural to create a surprise flashmob featuring the iconic band Steps to demonstrate the modernized features of Samsung’s latest flip phone.”

Samsung’s embrace of the past to inform the future forms part of a desire to break the ‘black box’ conformity of modern smartphones that are largely indistinguishable from each other beyond their tech specs.

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Samsung is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol.  

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