Samsung's folding phone technology was a game-changer in the smartphone world, and the tech followers were buzzing about it! But to really get the masses on board, a unique approach was needed. Enter the biggest talent led content campaign ever, a massive and diverse effort to showcase the brilliance of folding phones to different audiences. From Gen Z on TikTok, to Millennials on Global Radio, to Gen-X women and Baby Boomers on This Morning, to Gen-X men with Jack Ryan on Amazon Prime shows, and everyone else with stand-out billboards - we covered all bases! And the results were phenomenal! With high recall and awareness, and sales of the Galaxy Z 4 series more than doubling the Z3 sales, this was a huge success.