BACKGROUND

With the launch of the new Galaxy Flip, Samsung faced an increasingly crowded foldable market and the looming shadow of a new iPhone release. The challenge was to break through the noise and reclaim the "innovation leader" title by creating a launch moment that was impossible to ignore.

SOLUTION

We bypassed traditional advertising in favor of a cutting-edge Augmented Reality (AR) "Sky Segmentation" experience. By pointing their phones at the sky, users could witness giant, animated Galaxy Flips floating above their cities.

Interactive Engagement: The AR experience allowed users to virtually "test" the phone’s folding mechanism and participate in a social media contest by creatively placing the digital device within their urban environment.

High-Impact OOH: The campaign was supported by a massive visual presence, including building wraps in Warsaw, digital screens at the Central Railway Station, and branded public transport (trams, buses, and trains).

Retail Synergy: Activations were mirrored across major partner stores (Media Expert, X-kom) and Samsung Brand Stores to convert digital buzz into physical foot traffic.

RESULTS

The key challenge was to select influencers who could deliver more than just reach and visibility. Beyond building awareness for Samsung’s new smartwatch portfolio, the campaign needed to drive real purchasing decisions and translate content performance into measurable sales results.