50%
Impact generation
15%
Brand appeal
42%
Increase in persuasion
The Challenge
Foldables is still an emerging category, with adoption slower than traditional smartphones. To grow the market, Samsung needed to charge beyond technical innovation and show why foldables matter in daily life. The challenge was reframing the Galaxy Z Fold7 from an impressive piece of tech into a device that deepens connection, evokes emotion, and brings people closer together.
The Approach
Iris developed Unmissable Moments, a campaign designed to show the emotional value of the Galaxy Z Fold7 in everyday life. Rather than focusing on high tech features, the campaign told stories that highlighted how the device brings people closer together. Two hero films anchored the campaign:
Build Up captured the thrill of friends watching a sporting event, revealed to be on the Fold7 in a remote holiday home.
Memory Lane followed a father and daughter retracing old memories, brought to life through a photo on her Fold7 screen.
By running across BVOD, CTV, and social, the campaign shifted Samsung UK away from purely functional tech-led marketing, positioning foldables as relevant, human, and aspirational. Galaxy Z Fold7 was now a device opening up connection and meaning.