CASE
Evolving the smartphone experience: the role of tech in the lives of Filipino Gen Z
Discover how understanding Filipino Gen Z and their relationship with smartphones and technology during and post the pandemic helped Samsung develop an award-winning campaign.
How it started
The Filipino mobile landscape is becoming increasingly competitive. While preparing for a product launch, Samsung recognised the need to evolve the smartphone experience post-pandemic and tap into the mainstream Gen Z movement toward a ‘new normal’. By leveraging TikTok, Samsung aimed to reinvent their offering by understanding Gen Z’s relationships with their phones.
How we inspired change
To unlock a new perspective, we set up an online pop-up community for 100 Gen Z individuals to document their everyday lives. Leveraging this generation’s tech-savviness, the team maximized video outputs by setting challenges to film throughout the day, also working to encourage engagement with the tasks.
As part of the activities, they recorded their routines, hobbies, interests and how they were using their mobile phones. These outputs enabled a deep dive into their aspirations, challenges and even passion points that Samsung could tap into – laying a clear foundation to build a relationship with the brand and foster a sense of connection moving forward.
How it lives on
The insights inspired the team in developing Samsung’s ‘Clack Flex’ campaign, a TikTok dance challenge that launched in 2022. This showcased the Galaxy Z Flip 4 as the ‘ultimate tool for expression’, inviting users to take self-portraits with Samsung’s #FlexMode. The campaign became a main growth driver and was awarded Gold in the Product Launch category, and Silver for Brand Experience at the 2023 MMA Smarties.
“By delving into Gen Z’s behaviours through our community, we discovered that they rigorously evaluate their options through online research and personal experience. We concentrated on enhancing our online-to-offline presence to be where our target consumers are. This strategic shift allowed us to broaden our reach and elevate awareness on our foldable launch. Continuously partnering with Human8 for insight generation and leveraging TikTok as a pivotal touchpoint enabled us to connect more effectively and authentically with Gen Z, aligning our brand with their preferences. The campaign challenged the idea of what a smartphone is capable of and truly reinvented the mobile experience.”
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