Samsung launches new digital OOH campaign ‘Welcome to Foldables’ in Australia
Samsung Electronics has this week launched its new digital OOH campaign ‘Welcome to Foldables’ via Cheil Australia, which is taking over Sydney and Melbourne as well as lighting up major international landmarks across the world. The campaign comes as it showcases and celebrates eight generations of innovation and leadership in the Foldable category.
Since Samsung pioneered the foldable phone category in 2019, the market has grown into a dynamic arena where global mobile brands now compete. To mark this milestone, Samsung has launched “Welcome to Foldables,” a large-scale digital OOH campaign featuring the Galaxy Z8 series in major cities worldwide including Sydney and Melbourne. The campaign extends a warm welcome to a rapidly expanding market while reaffirming Samsung’s longstanding leadership in the category.
The foldable has firmly established itself as an intuitive daily companion, supported by continuous advancements in thinness, durability, multitasking, camera performance, and software optimisation. This sustained progress has earned the trust of consumers worldwide. Millions of users now rely on Galaxy foldables, with the latest Galaxy Z8 series introducing the Galaxy Z fold8, Z Fold8 Ultra and Z Flip8 which are now locally available in Australia.
The campaign has officially rolled out with a takeover in iconic landmarks, including Broadway and George St in Sydney and the Emporium in Melbourne. In addition, Samsung has two special OOH builds in the Pyrmont Bridge in Sydney and the Melbourne Central Centre in Melbourne highlighting that the new Samsung foldable range has something for everyone.
Globally the campaign has also launched across six iconic landmarks, including Times Square in New York, Piccadilly Circus and Outernet in London, Shibuya Station in Tokyo, and COEX K-POP LIVE and KT Square in Seoul.
Through this campaign, Samsung showcases the confidence built over eight generations of engineering refinement and the enduring market leadership established under the name ‘Fold’. Samsung’s ‘Fold’ has grown into a symbol of mobile innovation and a benchmark for the foldable smartphone market and reflects Samsung’s continued focus on making foldables thinner and lighter while advancing the durability expected from an everyday smartphone.
Creative Agency: Cheil Australia
Senior Art Director : Watchara Tansrikeat
Art Director: Charlie Parish
Senior Copywriter: Andrew Davidson
Senior Integrated Producer: Terry Kerr
General Manager Campaign & Creative: Kim Le Gras
Group Business Director: Janine Allan
Account Managers: Ruchee Winterbottom Varghese & Galina Karavaev
Media Agency: Clemenger BBDO
Client Partner: Ben Cunnington
Investment Director: Ana Rasic
Samsung Australia:
Lilly Wingard: Marketing Manager
Charlotte Chambers: Marketing Specialist
Brad Garbutt: Head of Brand and Integrated Marketing
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