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By Audrey Kemp | LA reporter

August 11, 2022 | 3 min read

The electronics giant is bringing flip phones back into the fold with a social media campaign that showcases its new foldable smartphones.

Nearly 15m views can’t be wrong. That’s how many times people have viewed the ‘Reserve’ campaign for Samsung’s Galaxy Z Flip4 and Z Fold4 foldable phones on YouTube.

This week, a major multichannel follow-up to ‘Reserve’ is being rolled out. The new three-spot series, titled ‘Reveal,’ marks the second round of creative in a campaign co-created by Cheil Dallas and Cheil’s network agency, McKinney.

The first round, launched in late July, is designed to compel consumers to preorder the smartphones. However, the creative came with a twist: the spots deliberately hid the phones from view. In a spot dubbed ‘Pockets,’ for example, a phone rings in a young woman’s clothing – only she can’t seem to locate the device in her outfit covered in pockets.

This tactic was used to provoke interest in the new devices. And, according to Samsung’s senior vice-president of marketing Janet Lee, it appears to have worked: “We are seeing strong interest from our loyal base and early adopters,” she said. The ads have garnered a total of over 14.7m views on YouTube to date.

In contrast, as the name might suggest, all of the spots in the ‘Reveal’ campaign are shot in a similar manner, yet show off the new phones.

“Having initiated curiosity and anticipation for Samsung’s next big product announcement via the reserve campaign, we’re proud to reveal the product in these three films, which showcase the benefits of the Galaxy Z Flip4 and continue to generate intrigue and excitement around the new device launch,” Neo Chung, chief executive officer at Cheil Dallas, said in a statement shared with The Drum.

The new round of creative, which was launched yesterday, shows the many, if somewhat uncanny, ways the phones can be used. Think taking hands-free selfies in the middle of a difficult yoga pose, or mid-jump into a pool with friends. The spots are slated to run across social media platforms, TV, digital, outdoor and radio until August 25.

According to a statement released by the brand, Samsung aims to target the devices at “young, urban, trend followers who view their phone as an extension of their lifestyle.”

The new devices are the latest in Samsung’s line-up of foldable smartphones, which were first introduced in 2018. The Galaxy Z series will hit online and retail stores on August 26. The Galaxy Z Flip4 starts at $999.99 and the Galaxy Z Fold4 will start at $1,799.99.

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