Consumer InsightAs we dug deep into the rapidly changing lifestyle of Gen Z, we observed that they have different“me”s across their social accounts. Their TikTok “me” is happily contradictory to their Facebook/Instagram one. Especially in their realm of fashion, no 2 “me”s have the same style, and no 1 style isset in stone for them. Each time they mix and match different styles together, a different “me” comesout. This is due to the fact that Gen Z has a FLUID MINDSET in everything they do. They don’t fixwho they are to one single definition. Instead, they constantly curate their identity like a work-in-progress and experiment with many ways to express it via their un-categorizable styles.Brand and Product RoleCapitalizing on this striking insight, we saw an opportunity to turn Z Flip4 into an ally for Gen Z -those who live fluid and express their many “me”s via flexible styles. On a product level, unlike flatphones, Z Flip4 allows users to flexibly express themselves from any angle, even hands-free, with FlexCamera. On a brand level, Z Flip4 is an ally accompanying Gen Z on the journey of constantlyexperimenting with different ways to curate their identity and embrace every part of it.

The essence of our creative idea “Curate Your Flex Mode” (or “Linh Hoạt Biến Hóa” in Vietnamese)was to showcase the flexibility of Z Flip4 in helping Gen Z curate multiple “me”s via flexible styleexpressions and unfold their identity.To bring our idea to life:We built a “Personalization” platform called “Galaxy ME” which includes:- Early hands-on experience in Pre-order for mass users to play with Z Flip4’s FlexCam and see howthe product can help them flexibly curate and express their different “me”s (via Flex Mode Shows, FlexStudio Roadshows in Hanoi & HCMC). Then we compiled all of the “me”s Gen Z has curated with ZFlip4 via a digital VDO - in which all of their moments were captured and sculpted into the face of themost fluid-minded generation for the first time ever.- ‘Flex Mode Collection” (in collaboration with GIA Studios by Lam Gia Khang) in Launch that4inspired users to flex their fashionable “me”s with Z Flip4 as a symbol of a new lifestyle, not just asmartphone. As an international high-fashion designer, Lam Gia Khang was chosen for this limitedcollaboration not just because of the premium and aspirational image he could help elevate for ourbrand, but also because his flexibility in fashion language and craftsmanship was a perfect match toshowcase the flexibility of Z Flip4 as a fashion statement. With O2O full channel amplifications, thecollection was quickly sold out after only 2 weeks.- In post-launch, continued telling the relevant story to Gen Z via Z Flip4, Numerology - a topicalspiritual guidance for Gen Z was chosen. It was presented through Z Flip4 Numerology Personalizesocial activities. It was our effort to further dial up the flexibility of Z Flip4 as a “personal assistant”,not just a fashion accessory, in helping Gen Z tackle the problems they face on their identity curationjourney. Especially via Numerology, our “Numerology Limited Edition” was created to offerpersonalized actions Gen Z can take with Z Flip 4 to improve their shortcomings via missing numbersin their birth chart.

All of our assets and activities were tightly integrated across funnels and Samsung’s extensive channelsto maximize impacts.- During Pre-order, we maximized awareness and drove early hands-on experience as well as engagingwith massive Gen Z across key cities via “Flex Studio Roadshow” and offline events “Flex ModeShow”. The outcomes of these were also utilized to perceptually sculpt the “Face of the Most Fluid-Minded Generation” in our digital VDO. As a result, we achieved 321K buzz, with 2619 UGC anddominated the Premium segment with 97% SOB in Pre-order.- Moving to Launch, we first introduced the collection at Mơ Gallery in Hanoi from 9 to 11 Sep 2022.At the same time, we hyped up massive curiosity for the collection via designated premium OOH &nationwide LCD takeover in both HCMC & Hanoi, as well PR takeover across Heritage and otheronline magazines that are relevant to Gen Z. Capitalizing on the hype for the collection, we keptdriving buzz by promoting the styles that early adopters were flexing with the collection via popularsocial fashion communities, Influencer, and content creators. Then we further drove more engagementby calling Gen Z to flex their newfound styles with the collection via Z Flip4’s Flex Camera on socialcommunities. The outcomes of which were UGC under #FlexEveryAngle - altogether created largesocial proofs for the flexibility of Z Flip4 in flexing every “me”s of Gen Z. To meet Gen Z at more5offline touchpoints, we showcased our “Flex Mode Collection” across our retailer stores, SamsungExperience Stores (SES/ SPS), and Gia Studios stores. To close our engagement loop, we maximizedour retargeting capabilities to boost consideration & purchase intent for the collection via CRM,Display & Search, and Social Ads. As a result, we successfully stirred up social discussion with 1Mbuzz & 3036 UGG during Sep and Oct 2022.- Lastly in Sustain, we first teased for “Numerology Limited Edition'' by triggering conversationsacross Gen Z friendly social communities (via a digital VDO featuring Chau Bui and a live-streamfeaturing Le Duong Bao Lam & Phat La - in which they talked about what they are missing inNumerology and how they could improve it). Second, we officially introduced the “NumerologyLimited Edition '' via a Microsite - where users can get both personalized reading and suggestions tofulfill their “missing pieces” by using Z Flip4. Then we drove further engagement via offline activitiesat not just Samsung stores (SPS/ SES) but also where Gen Z commonly hangs out: The NewPlayground - at which we collaborated with 7 local brands to design & produce exclusive merchandisethat shows how Gen Z flex their way of fulfilling their “missing pieces'' with our edition. 5k visits wererecorded during just 6 days. To close the engagement loop, we also maximized our retargetingcapabilities to drive sell-out for the limited edition via CRM, Display & Search, and Social Ads. As aresult, we successfully reached 24M (80% Gen Z) and generated 364k Buzz (1.3x KPI) in Sustain.

Gen Z Recruitment:High recruitment among Gen Z, with a significant increase of user volume (18 - 24 YO) by Sep’22: ZFlip4: 16% → 43%, Z Fold4: 15% → 37%Preference Index:Z Flip4’s PTO jumped from 47.5 to 49.2Competitor Switching highest ever: 37% (after Launch)Sellout:- 1.8K units of “Flex Mode Collection” were sold out after 2 weeks.- 1.7k units of “Numerology Limited Edition” were sold out by Jan 2023