Samsung SG Gen Z Campaign: Flexing Everyday Talents
- Samsung Electronics Singapore is breaking new ground in how it connects with consumers, launching "Galaxy flexival," a digital-first festival designed to showcase the Galaxy Z series - specifically...
- A central component of "Galaxy flexival" is the "Unexpected reviewers" campaign.
- The series promises further installments, with Xixi Lim set to reveal her own "unexpected talent" in the next episode, building anticipation and encouraging continued engagement.
Samsung’s “Galaxy Flexival” Reimagines Product Storytelling with Interactive Experiences
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Published August 21, 2025
beyond the Specs: A New Approach to Tech Marketing
Samsung Electronics Singapore is breaking new ground in how it connects with consumers, launching “Galaxy flexival,” a digital-first festival designed to showcase the Galaxy Z series – specifically the Z Fold7 and Z Flip7 – in unexpected and engaging ways. This isn’t about simply listing features; it’s about demonstrating how thes devices integrate into and enhance everyday life.
A central component of “Galaxy flexival” is the “Unexpected reviewers” campaign. This initiative features Singaporean creators – Norbin Ngoh, Xixi Lim, and Raynold Tan – exploring the hidden talents the Galaxy Z Fold7 and Z Flip7 can unlock. The first episode, produced by Cheil singapore, follows photographer Norbin Ngoh as he utilizes the Galaxy Z Fold7 to elevate his fashion photography. Ngoh himself noted the device allows him to “do it even better,” capturing high-definition shots of models Xixi Lim and Raynold Tan. The video also highlights practical features like the “object eraser,” demonstrating how users can refine their images with ease.
The series promises further installments, with Xixi Lim set to reveal her own “unexpected talent” in the next episode, building anticipation and encouraging continued engagement.
Beyond Reviews: Livestreams, Quizzes, and Beauty Collaborations
“Galaxy flexival” extends beyond the “Unexpected reviewers” series. Samsung is leveraging “Unexpected livestreams” featuring TeamGalaxy influencers showcasing the devices in surprising settings. On-demand highlights offer rapid tips and tricks for maximizing the user experience. To personalize the experience, consumers can take the “Find your flex” quiz, receiving recommendations for features tailored to their interests - whether gaming, plant care, or other passions.
Samsung is also tapping into the beauty space with a collaboration with Korean beauty brand JUNGSAEMMOOL. The “Unexpected side” campaign invites consumers to share stories about their ”Seoulmates,” with three winning pairs receiving a K-beauty makeover experience at the brand’s flagship store, all captured on the Galaxy Z Fold7.
A Response to Evolving Consumer Behavior
According to Lynn Chong, Head of Marketing at Samsung Electronics Singapore, the “Galaxy flexival” is a direct response to changing consumer habits. “Many consumers today are relying on both offline and online experiences to seek best recommendations when it comes to their purchasing decisions,” she explained. ”hence, we conceptualised ‘Galaxy flexival’ as a way to bring another dimension to our product storytelling and to demonstrate how our innovative products can have a real impact on our consumers’ lifestyles.” The strategy aims to position Samsung’s devices not just as technological tools, but as integral parts of a fulfilling lifestyle.
Targeting Gen Z with AI and Innovation
This campaign builds on Samsung’s broader strategy to connect with Gen Z. In May 2025, the company launched a global campaign for the Galaxy S25 Ultra, highlighting its AI capabilities powered by Google Gemini and how it addresses everyday challenges faced by younger consumers. This focus on AI and problem-solving resonates with a generation that values both innovation and practicality.