Myanmar · Brand & Creative Communications
Samsung: Unfold Your World
Samsung Myanmar asked Ruder Finn Era to localise the global Unfold Your World launch of the Galaxy Z Flip4 and Z Fold4 and make foldables mainstream. Two local concepts, Flip It Up To Live It Up and Born To Be Bold, anchored a launch event that drew more than 250 attendees.
The challenge
Foldable phones were still a niche in Myanmar. Samsung wanted to lead the category, accelerate ownership among its target audiences and, with the Z4 series, push foldables into the mainstream that year.
The global theme, Unfold Your World: A New World Greater Than Now, needed a local expression that would make two quite different devices desirable to two different audiences.
Our solution
Ruder Finn Era localised the global platform into two concepts. Flip It Up To Live It Up positioned the Z Flip4 as the phone that makes life unique and exclusive through its chic look and flex mode. Born To Be Bold positioned the Z Fold4 for people who want to stand out, built on the device's own boldness.
Both ideas came together in a launch event for media, influencers and guests, with the Born To Be Bold and Galaxy Z Fold4 identities used throughout the venue so that the devices, not the specifications, were the story.
The results
- Client
- Samsung
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Sector
- Consumer electronics, Technology
- Engagement
- Project
