Join The Flip Side with Tommy Cash

Client: Samsung Baltics  Corporate Brand Manager: Marija Zara Creative Agency: MAGIC Strategist: Rihards Ginters Creative Director: Andris Rubīns, Edgars Kuzmins Creative: Tommy Cash, Monta Kalneta Account Director: Elizabete Puntule, Arita Barvika Account Manager: Zane Ose Art Director: Dace Izabella Grundšteina Designer: Māris Gagainis-Kagainis Desktoper: Emīls Rupais

Samsung was launching its newest foldable phone in the Baltics – the Galaxy Flip 5. With this phone, the brand wanted to target the Gen Z audience specifically. A large share of the Gen Z market was already owned by Samsung's biggest rival, Apple. We need to find a way to convince the audience to switch the teams' move to a bolder side – to the Flip Side. A true collaboration was established between a viral sensation and hip-hop artist, Tommy Cash, who is widely appreciated among Gen Z. He switched teams and joined the Flip Side, promoting the new phone in his unconventional way. To showcase the phone's biggest update, the larger cover screen, we created glasses out of phones and staged a stunt reminiscent of the Tour de France. The stunt was accompanied by other social media activities and an exclusive pop-up show at the end of the campaign. Samsung's and Tommy's stunt hit big on the internet, reaching 3 million views across various platforms and several features in blogs without any additional promotion investment. At his exclusive pop-up show, fans and influencers from the Baltics generated additional content for Samsung, accumulating 1.3 million views. Additionally, throughout the Samsung's FLIP campaign, sales for the new Flip 5 rose by 19%, accompanied by an 18% increase in awareness in the Baltics, compared to FLIP 4's sales results.