Samsung Unpacked 2019. Would the Galaxy Fold finally be revealed?

Amplifying the uncertainty was key to achieving our objective, which was to create even more anticipation for the event.

So with the rumors, speculations and fan leaks already swirling, we embraced the confusion surrounding Unpacked, and added to it in a way that only Samsung could.

We launched a global campaign in a language that 99% of the world wouldn’t understand. Which drove even more attention, excitement, and viewership to Samsung’s already anticipated unpacked event.

Samsung Unpacked 2019. Would the Galaxy Fold finally be revealed?

With the rumors, speculations and fan leaks already swirling, we embraced the confusion surrounding the event, and added to it in a way that only Samsung could.

We launched a global campaign in Korean, a language that 99% of the world wouldn’t understand.

To attract a diverse global audience, from early technology adopters to luxury consumers, we had to launch a campaign that felt as different, premium, and authentic to Samsung as the phone itself.

So rather than just telling audiences that the Galaxy Fold was on the horizon, we created a campaign that added to the confusion that already surrounded the event: A global campaign that 99% of the world wouldn’t understand.

We used Hangul – the Korean alphabet – to create interest. Only by engaging with the film, media outlets, and or the tech community were people able to decipher the announcement, “The Future Unfolds on February 20th, 2019.”

From London to Madrid, New York to Singapore, Tokyo to Milan, and Moscow to Paris, the bold, clean, black and white design and Korean typography cut through the sea of traditional billboards and taglines, demanding attention and discussion in the real world.

Overnight, digital out of home written in Korean appeared in nine cities across the world – from New York to Singapore, Madrid to Paris. At the same time, a film that used the same characters was posted to Samsung’s YouTube and social media channels, targeting non-Korean speaking markets.

Each used a simple yet bold black and white design. And because the Galaxy Fold is a smartphone that unfolds into a tablet, we teased the device by animating the Korean characters to bend in beautifully dynamic ways.

Almost instantly, the media began to speculate about what it all meant, and the internet worked together to decode the hidden announcement: The Future Unfolds on February 20th, 2019.

In just one week, our film became the most viewed in Samsung history, with over 45 million total views.

We used six Hangul characters to captivate millions. And on February 20th, a record number of people live streamed in to see if the Galaxy Fold would be unveiled at Unpacked 2019.

It wasn’t just the most talked about mobile launch of the year, it was the biggest launch in the brand’s history, with over 3 billion impressions.

For first time, Samsung embraced their heritage, taking pride in their identity and pronouncing themselves the leaders in smartphone innovation for the foreseeable future.

In just one week, the film became the most viewed in Samsung history, with over 45 million total views on the brand’s combined national and global channels.

The campaign’s cryptic strategy sparked a conversation online, with over 2300 comments on just the film – more than Samsung’s two other most viewed videos combined.

Thanks to this, on February 20th, a record number of people live streamed in to see if the Galaxy Fold would be unveiled at Unpacked 2019.

It wasn’t just the most talked about mobile launch of the year, it was the biggest launch in Samsung history, with over 3 billion impressions.