Samsung Electronics Co., Ltd. today announced that it has been honored as the 2025 Advertiser of the Year by the Spikes Asia, the oldest and most prestigious award for creativity and marketing effectiveness in the APAC regions.

This recognition highlights Samsung’s continued dedication to solving challenges for consumers with innovative and impactful technology solutions, which is brought to life through pioneering campaigns and forward-thinking initiatives that connect with audiences in meaningful ways. The win marks Samsung Electronics’ second time receiving Advertiser of the Year at Spikes Asia, with the first awarded in 2017.

“We are extremely honored to receive this prestigious award. As a company with deeply rooted beliefs in openness, we strive to reflect this ethos in everything we do. This recognition is especially meaningful as we continue to expand our openness storytelling through innovative technologies and marketing experiences that make a positive impact on both people and the industry as a whole,” said Stephanie Choi, EVP & Head of Marketing, Mobile eXperience Business, Samsung Electronics. “By blending technology and storytelling to create deeper connections with consumers, we have worked alongside our amazing agency partners to bring our brand values to life in exciting ways – engaging, inspiring, and redefining what’s possible in advertising. We’re thrilled our efforts have been recognized and remain committed to delivering even more impactful experiences to our audiences.”

Consistently delivering groundbreaking creative campaigns over the years, Samsung remains one of the most awarded companies at Spikes Asia. Taking home four awards across multiple categories in 2024 at Spikes Asia, the “Try Galaxy Fold” campaign revolutionized the way consumers engage with foldable technology. By allowing users to sync two phones side by side, the campaign provided curious consumers with a hands-on experience of the Galaxy Z Fold’s expansive display and intuitive interface optimized for seamless multitasking. Taking home a Gold Spike and Silver Spike in Brand Experience & Activation, a Digital Craft Silver Spike and a Direct Bronze Spike, this innovative campaign reinforced the brand values of Galaxy and truly resonated with consumers to create stronger consideration of foldable smartphones moving forward.

Samsung’s “Flipvertising” campaign – which garnered the Grand Prix in both the Creative Data and Direct categories in 2023 – emphasized the brand’s ongoing commitment to excellence in creative advertising. The campaign took a unique approach to reach audiences by enabling them to take ownership of their own search experience. By flipping traditional advertising concepts on their head, Samsung empowered its Gen Z audience to discover an organic, rewarding journey with the Galaxy Z Flip4, demonstrating Samsung’s expertise in delivering captivating yet authentic campaigns.

“Samsung’s groundbreaking work in blending technology with creativity continues to push the boundaries of what’s possible in marketing. Its ability to connect with audiences in such a meaningful way reflects the future of the industry, and we are proud to recognise it as the 2025 Advertiser of the Year,” said Simon Cook, CEO, LIONS and Spikes Asia. “Its achievements inspire marketers globally, and this award acknowledges the incredible impact its campaigns have made across APAC and beyond.”

The Advertiser of the Year Award will be presented to Stephanie Choi, EVP & Head of Marketing, Mobile Experience Business, Samsung Electronics at the 2025 Spikes Asia Awards ceremony which will take place at the Swissôtel The Stamford in Singapore on Thursday 24 April 2025.

For more news about Samsung, please visit: https://news.samsung.com/my/.

This versatility stems from unsurpassed technology and a design that carefully considers users’ lifestyles and needs. Samsung Newsroom took the Galaxy Z Flip6 apart for a better look at each of its components.

1. Main Display

When users unfold the device, they see a Dynamic AMOLED screen with unrivaled picture quality. Photos, videos, games and other content come to life in vivid detail. The main display must be able to resist external shocks and restore its original form when the device is unfolded. Those functions have been enhanced on the Galaxy Z Flip6 with new materials and design techniques that have both durability and flexibility.

Notably, the crease along the folded area is much less pronounced in the Galaxy Z Flip6 compared to earlier models. Besides being stacked with protective film and a more flexible protective layer, the Galaxy Z Flip6’s main display also boasts a more resilient Ultra Thin Glass (UTG) — having increased in thickness by 60%. In addition, high-efficiency organic materials and a new coating technique on the panel with lower reflectivity maximize usage time and make the screen easier to see when outside with a peak brightness that has been boosted from 1,750 to 2,600nits.

2. Hinge

Samsung’s top-notch proprietary hinge technology is what gives the Galaxy Z Flip6 its slim design and a smooth folding experience. When the device is folded, four drive shafts fold the display into the shape of a water droplet and keep the two screens together for a seamless fit. The integrated hinge module features a symmetrical dual-rail structure that evenly distributes external shocks. The device can be used while fully folded and unfolded, or unfolded at various angles between 75 and 115 degrees. FlexMode allows users to prop up the phone at any angle to watch videos or take photos with no need for a phone stand or tripod.

3. Hinge Cover and Case

The Galaxy Z Flip’s hinge cover and case are made of Enhanced Armor Aluminum, making them more resistant to scratches and damage. The luxurious colors that elevate the foldable’s aesthetics come from an optimized anodizing coating process, and the use of recycled materials in the device captures the company’s concern for the environment.

4. Vapor Chamber

The Galaxy Z Flip6 is the first in the Z Flip series to feature a vapor chamber. Vapor chambers diffuse heat to prevent smartphones from overheating. The larger the vapor chamber, the more effectively it can dissipate heat and allow devices to maintain stable performance. Samsung managed to include a large vapor chamber in the foldable.

5. Main Battery

The Galaxy Z Flip6 has a battery capacity of 4,000mAh. Samsung used a molding technique on the main battery protection circuits to minimize the size of the protection board, making it possible to increase battery capacity by maximizing the space inside the device.

6. Sub Battery

More energy-dense than before, the sub battery improves the Galaxy Z Flip6’s battery performance even further.

7. Main PBA

The brain of a smartphone, the printed board assembly (PBA) houses core parts such as the memory and processor. The Galaxy Z Flip6 is the Galaxy Z Flip series’ most compact model by applying a stacked main PBA with highly integrated parts.

8. Sub PBA

The sub PBA, located on the charging terminal and speaker side, supports various radio frequency bands and the internationally standardized USB Type-C connector. It is also equipped with a low-noise Micro Electro Mechanical System (MEMS) microphone that facilitates accurate speech recognition.

9. Back Cover

The back cover forms the front and back sides of the Galaxy Z Flip6 when it is folded. Incorporated into it is Corning® Gorilla® Glass Victus 2® from Corning — a world leader in glass science and long-standing partner of Samsung.

To purchase the Galaxy Z Flip6, please visit: https://www.samsung.com/my/smartphones/galaxy-z-flip6/buy 

Looking for exciting, new experiences to blend your love of cool tech and trendy culture? Make your way to Samsung’s Flip Town, which is coming to the Hin Bus Depot in Penang!

If you haven’t tried out the Galaxy Z Flip5 and Galaxy Z Fold5, this is your chance immerse yourself in the innovative FlexCam, while discovering new ways to capture selfies and exploring Gen Z trends at the Galaxy Space Hub.

Jump aboard the Flex360 Bus to unleash your style in the 360 Photo Booth and take in the scenes from the Chill Lounge at the top deck of the bus. For photos that are simply out of this world, pose with the giant Galaxy Z Flip5 and galactic-sized Galaxy Space Astronaut. Also, show your Malaysian pride for the Flip Town local of local murals by a homegrown artist.

Upon arriving, don’t forget to register first to get your Mission Card. Collect stamps when you complete the missions at every station and redeem freebies, including exclusive brand collaboration merchandise from Chuck’s, Dmeow, Pestle & Mortar Clothing and Nazifi Nasri.

Meanwhile, Galaxy Z Flip5 users are in for a treat because they can redeem a special phone case.

For the artsy fartsy souls, come join our craft workshops, where you can create your own beaded phone strap, or learn how to use LumaFusion. There will be a pop-up market and live band performances to make the atmosphere more festive.

Get ready to flip into a new realm of excitement!

Follow Samsung on YouTube, Facebook, Instagram, TikTok and Twitter for updates.

For more information about Galaxy Z Flip5 | Galaxy Z Fold5, go to:

• Galaxy Z Fold5: https://www.samsung.com/my/smartphones/galaxy-z-fold5/buy/
• Galaxy Z Flip5: https://www.samsung.com/my/smartphones/galaxy-z-flip5/buy/

The Galaxy Z Flip5 has many star qualities to wow your socks off, but if there’s one thing that everybody can’t get over, it’s the cute and convenient Flex Window. Now upsized to 3.4” on the latest model, it’s all the better to see with. Jazz up your Flip faces with preset wallpapers and clocks that are both informative and aesthetically OMG!

But the Flex Window isn’t just window dressing – both functional as it is fashionable, you have quick and intuitive finger gesture control for basic navigation, like this new one, where you pinch to zoom in or out for Map View to get to your widgets at one glance. With space for more than 12 widgets on Flex Window, you can do essential tasks without even flipping open the phone, such as checking notifications and replying to messages.

A new feature now is texting with Samsung Keyboard. On lazy days, say it with emojis, quick responses, or use speech-to-text. Some widgets offer third-party app support, so that you can reply on the keyboard on WhatsApp, watch Netflix or YouTube, or follow directions on Google Maps too. Another new feature is the shortcut to launch your camera, however you can always change it to something else; while the new Capsule feature lets you quickly access running activities, like music, timer, call or recording.

The beauty of Flex Window is also the hands-free entertainment, whether it’s consuming or creating content.  On Flex Mode, you can place the phone on the table and enjoy watching content in any angle or rotation. At the same time, you can create content with optimised UX for third-party apps, as well as improved in-app camera. Advanced Flex Mode Panel gives you easy media controls, customisable toolbar panel, and touchpad to zoom in if you a closer, detailed look.

Want more tips to Flex your Flip? Watch this:

Pre-order Galaxy Z Fold5 | Galaxy Z Flip5 now to enjoy these offers

Can’t wait to own the latest Galaxy innovations? Pre-order them all from now until 17 Aug 2023. Get your hands on the Galaxy Z Fold5 from RM6,799, Galaxy Z Flip5 from RM4,499. Don’t forget to also redeem your e-voucher of up to RM400 that you received when you registered your interest.

To pre-order now, go to:

• https://www.samsung.com/my/smartphones/galaxy-z-fold5/buy/
• https://www.samsung.com/my/smartphones/galaxy-z-flip5/buy/

[1] All storage updates are capped at RM500.

[2] 20% off PWP for selected Galaxy Z Series accessories, 10% off PWP for Galaxy Tab S8 Series, 40% off Samsung Care+, and 20% off PWP for selected Galaxy Watch and Buds.

[3] Selected devices only. The promotion is valid while stocks last. Colour availability may vary by country, region, or carrier. Visit samsung.com/my for more details. Terms and conditions apply.

[4] Any device condition is accepted.

Despite the current economic climate, global sales of the Galaxy S23 series have been highly positive. TM Roh believes that this was made possible with the coming together of several new mobile innovations developed based on consumer feedback, which sets a new standard in premium smartphone experiences. This includes the advanced camera features in the Galaxy S23 series smartphones, represented by Nightography; smooth gaming experience backed by the devices’ powerful performance; convenient, easy-to-use One UI 5.1; the use of environmentally friendly recycled materials in the Galaxy S23 series and optimization of third-party apps through open collaborations with global partners.

He reiterated that more than ever, consumers are now placing reliability on the top of their list of must-haves. TM Roh said, “Our consumers are looking for more reliable products, reliable brands, and premium high-end products that can provide a good experience.”

Three-pronged Approach to Lead in the Mobile Market

Noting that this user preference trend would be one for the long term, he laid out a three-pronged approach that Samsung is taking to effectively respond to challenges in the mobile market, and at the same time, pave the way for Samsung to reinforce its position as a market leader:

• Premium Quality: With Samsung’s flagship mobile devices at the core of this strategy, Samsung is focused on continuously improving the product quality of all Samsung Galaxy devices, ensuring that they deliver not just on the user experience, but also in empowering consumers to work better the way they want to.
• Enabling New Experiences and Possibilities: Samsung is focusing its efforts on enabling consumers with new experiences and possibilities through their innovative line-up of Galaxy products by continuously creating and providing new innovations and experiences not just in hardware innovations, but also in software and AI, that only Samsung can provide.

For example, Samsung not only pioneered the folding smartphone category but also took foldables mainstream, with the product category growing in popularity globally. This focus on premium experiences is also being driven by features such as the large screen experience on the Galaxy Z Fold series, the enhanced pocketability and selfie experience on the Galaxy Z Flip series, as well as the excellent Nightography and camera capabilities of the Galaxy S23 series, made possible through innovations in AI technology.

• A Galaxy for Everyone: Finally, as much as smartphones are now a part of our everyday lives, there are still many consumers out there who have yet to own a smartphone. As such, Samsung wants to make Galaxy devices more accessible to all, and at more affordable price points, to help more users to live their best lives.

In Vietnam, Samsung has recently launched Samsung Finance+, which allows customers to own Samsung Galaxy mobile devices with quick, convenient, and assured micro-financing options provided by financial partners, at Samsung Experience Stores. Samsung Finance+ is currently also available to consumers in Thailand and Indonesia.

Delivering Great Mobile Experiences for All

“At the MX Business in Samsung Electronics, our goal is to provide a great experience to meet the needs of consumers, both now and in the future, through products of various segments,” emphasized TM Roh.

Guided by a firm understanding of the needs and preferences of consumers from different regions and segments, we want to ensure that we are delivering various quality mobile experiences that consumers want. This is especially important in the diverse markets of the Southeast Asia and Oceania region.

“For consumers who are looking for premium smartphones, we offer the Galaxy S series and foldable devices. For those looking for something more affordable yet be able to enjoy mobile experiences powered by 5G connectivity, we have the Galaxy A series,” he explained.

Innovating for the Future

Looking ahead, TM Roh said that consumers across Southeast Asia and Oceania and globally are increasingly expecting a more seamless device experience, centered on the ubiquitous smartphone.

He cites the Galaxy ecosystem, with smartphones, wearables, and tablets, as an example of this unmatched, continued experience that can simplify consumers’ lives. “We’ve strengthened our entire multi-device experience to allow Galaxy devices to better connect with our TV line and home appliances such as air conditioners, and refrigerators. This is one of our biggest strengths that differentiates the Galaxy ecosystem from competitors. We will continue to build a more powerful and seamless multi-device experience, including strengthening localization efforts to optimize how technology can blend into the everyday for our users through our SmartThings platform.”

TM Roh believes that there is still much potential to innovate in the mobile market across many areas. The innovation of form factors, such as foldables, will enrich the whole ecosystem, driving the development of third-party apps and new user experiences and that continue to redefine the limits of what a mobile device can do.

He also mentioned how the partnership with Google and Qualcomm, announced at Galaxy Unpacked 2023, will explore new possibilities for extended reality (XR) applications, while the creation of new AI-powered services and content, or intelligent in-vehicle experiences and even smarter home appliances, will also contribute towards smartphone innovation in the years to come.

“We will be kept busy bringing new innovations to our consumers. The whole smartphone and mobile industry will continue to evolve and grow in the future.”