Gen Z Lab – Samsung Newsroom South Africa https://news.samsung.com/za https://img.global.news.samsung.com/image/newlogo/logo_samsung-newsroom_za.png Gen Z Lab – Samsung Newsroom South Africa https://news.samsung.com/za 2024 https://news.samsung.com/za/wp-content/plugins/btr_rss/btr_rss_xsl.css What's New on Samsung Newsroom Thu, 02 Apr 2026 16:27:25 +0000 en-US hourly 1 FGL Africa & Sanaa Mothabisa present: “Ekhaya” a short film captured on Galaxy S24 Ultra. https://news.samsung.com/za/fgl-africa-sanaa-mothabisa-present-ekhaya-a-short-film-captured-on-galaxy-s24-ultra?utm_source=rss&utm_medium=direct Fri, 05 Jul 2024 14:42:35 +0000 https://bit.ly/3zyhgH9 Unleashing the highest level of creative storytelling, Samsung’s African extension of the Future Generation Lab partnered with renowned Gen Z Film Director, Sanaa Mothabisa, for an exciting campaign called “AI Create.” This initiative aimed to showcase how Samsung AI features come to life in consumers’ everyday experiences.

The creative challenge posed to Sanaa was straightforward yet profound: how can he craft a compelling story, captured entirely on the S24 Ultra, that highlights Samsung’s AI gallery features and resonates deeply with audiences? The result? A powerful short film titled “Ekhaya.”

 

Ekhaya, inspired by the real life relationship his mother, shares with his youngest sister shares who is Gen Z. This film not only showcases Galaxy AI in a never before seen way, it also tells a story of connection that bridges what may seem as technological & generational divide. Watch the film below:

 

To celebrate the film’s debut, the team hosted an exclusive premiere event at Braamfontein’s vibrant social hotspot, Mamakashaka & Friends. During this event, Sanaa not only premiered “Ekhaya” but also shared insights into his creative process and demonstrated how the Galaxy S24 Ultra was instrumental in bringing his vision to life.
Anesu Malisa, Head of Samsung’s Future Generation Lab Africa, remarked that “Galaxy AI is a really exciting technology that is here to expand the artist’s palette. This campaign showcased how tapping into digital communities, and creating on the ground experiences for that community can lead to more impactful brand and product experiences”.

Click the link below to see what went down at the workshop:

 

]]> Grab the Heart of Gen Z: Gen Z Lab Launch in 10 Regions Across the Globe https://news.samsung.com/za/grab-the-heart-of-gen-z-gen-z-lab-launch-in-10-regions-across-the-globe?utm_source=rss&utm_medium=direct Fri, 26 Nov 2021 17:03:55 +0000 https://bit.ly/3cVZWwY JOHANNESBURG, South Africa – 26 November 2021 – Gen Z Lab, a collaboration among Samsung’s regional offices in Korea, North America, Europe, Central and South America, Southeast Asia and Samsung South Africa was officially launched on 5 October this year. The aim is to encourage meaningful communication with Gen Z – who will dominate premium consumption in the near future, and understand their unique needs.

 

 

Gen Z Lab is made up of 73 employees from the 10 regions, who are all in their 20s. They are willing ‘Samsung fans’ who love their company and its products and are full of passion to create content on social media.

 

The 73 members plan to collect ideas within the group to find a more familiar name to Gen-Zers to replace the name Gen Z Lab. Playing a proactive role, they will plan and create marketing activities.

 

 

 

 

Gen Z Lab members share their feelings and expectations about their future activities

 

All members of Gen Z Lab have completed a training course, which was held online over the month of October. This workshop provided them with the information they must know for their future activities. Starting with understanding the brand insights of Samsung Electronics, the course includes various lectures from Kantar, a global market research institute, Facebook, and Stanford University. They also have the opportunity to learn about content creation and visual storytelling from successful YouTubers.

 

After completing the one-month training, these Gen Zers will listen to what their peer group wants by exploring various marketing activities. It will lead them to create and implement new marketing ideas for better products and services. The members are also expected to produce content focused on specific interests and the lifestyle of Gen Z in each region, as well as organise popup events and collaborate and partner with Gen Z’s favourite brands and artists.

 

Along with the individual Gen Z Lab in each region, the Gen Z Lab under the umbrella of the Global Marketing Centre will be in charge of global projects. Its additional role is to share the latest trends with executives to help their understanding of Gen Z and provide insights that can support the business decision making process. To accelerate these activities, an advisory group will be organised and will collaborate with the consultative group in the business division and mentor groups.

 

 “Gen Z Lab is a newly created organisation to connect with Gen Z across the regions including South Africa. We expect Gen Z Lab members to become true storytellers who can represent Gen Z customers in their own disruptive and creative ways,” said Dudu Mokholo, Chief Marketing Officer at Samsung Africa. Gen Z Lab has taken the first step in sharing a common goal across the globe. We root for creative and exciting marketing activities from Gen Z Lab members.”

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