Samsung celebrates launch of new foldable Z Series with market-first retail brand experience

Immersive brand partnership with Scentre Group BrandSpace unveiled at Westfield Sydney

Samsung Electronics Australia today announced a market-first, extensive brand experience with Westfield Sydney. The partnership with Scentre Group BrandSpace marks the expansion of Galaxy AI, with the launch of the Samsung Galaxy Z Fold6 and Galaxy Flip6, and the start of pre-order, revealed at the #SamsungUnpacked event in Paris, France late last week.

Proudly activating in the heart of the Sydney CBD, and Australia’s premiere, world-class, retail destination and one of the country’s highest-foot traffic retail hubs[1], the Samsung partnership with Westfield Sydney aims to create an unmissable and immersive, retail brand experience. The experience consists of a mix of out of home (OOH) and an experiential activation. With unprecedented share of voice across the entire centre from shop floor to the street, the partnership will entail of five 3D Enabled Creative SuperScreens, 59 SmartScreens, 27 Digital Directories, and branded prominence across building structures including columns/pillars, valet hoarding, concierge, escalators, staircases and 160 dining precinct tables. Further extending across the wider shopping district surrounds, and in a market first partnership with QMS, Samsung will have 120 panels across Pitt Street and the broader Sydney Central Business District, resulting in a complete footprint.

Jason Ridge, Head of Marketing – Mobile Experience at Samsung Electronics Australia said, “At Samsung, we strive to connect with our audiences via high-reach and high impact interactions. Like our market-leading commitment to AI, and the breath of opportunity our new Galaxy Z Series Australians are empowered with, we aim for the brand partnership with Westfield and its scale to echo this sentiment. We’re excited to constantly push the boundaries of traditional marketing and look forward to driving hype and awareness of our latest Z Series range through the unmissable brand experience”.

The Samsung retail brand experience at Westfield Sydney will be live from the new Galaxy Z Series’ pre-order, 11 July through to 25 July, with an expected 1.16 million customer visits on average through the centre on any given fortnight[2]. The partnership aims for the new Z Series and Ecosystem to be unmissable, by leveraging in a market-first all spaces available at Westfield Sydney to create interactive experiences that enable an interactive and innovative showcase of Samsung’s pioneering Galaxy AI.

Chris Bolling, from Scentre Group BrandSpace said, “We’re thrilled to partner with Samsung on a bold and dynamic campaign, which pushes the boundaries of OOH to command mass reach, while also plays with experiential to engage with Gen-MZ in a fun and unique way. We know Australian consumers are seeking engaging brand experiences, more than ever. Through this collaboration, we look forward to creating elevated in-store experiences for Westfield and Samsung customers.”

At the centre of the immersive brand partnership for the duration of the Z Series’ launch weekend (11 July-14 July), was also a disruptive and irreverent activation, completing the brand partnership’s mission to capture visitor attention. Coined the Impossible Selfie, starring, ‘Sweet Ben’, a furry, pink, playground-dwelling creature, intended to be so cute and irresistible, consumers simply had to take a photo with it, but so big it’s impossible to take at arm’s reach. Huggable, soft, and instantly loveable, ‘Sweet Ben’ aimed to highlight the Samsung Galaxy Z Series’ latest cutting-edge tech, and its new capability, FlexCam with Auto Zoom – a Galaxy AI enabled feature that can not only take the photo, but frame it for you, ensuring everyone fits in. Even ‘Sweet Ben.’

The live demonstration of the Impossible Selfie allowed visitors to trial the new device and experience first-hand how its powerful Galaxy AI features can benefit Australians’ lives in tangible ways. Made in collaboration with Traffik and installation artist James Dive, ‘Sweet Ben’ took a colossal seven weeks to produce, standing three metres tall and encompassing an impressive four metre footprint.

Paul Meates, Executive Creative Director at CHEP Network said, “With advanced tech like AI, collectively we often struggle to comprehend how it can positively affect their lives. Our aim was to challenge that notion – to ensure Samsung’s AI is seen as incredibly approachable and to prove its benefit to us in our everyday lives.”

The new Samsung Galaxy Z Fold6 and Flip6 are each available for pre-order from 11 to 30 July on Samsung.com.au, as well as all major retail and telco partners. Pre order now at: https://samsung.com/au/smartphones/galaxy-z-fold6/

[1] Big Guns Australia 2023

[2] Scentre Group Customer Visits for Westfield Sydney – Annualised 2023 traffic, averaged by fortnight