Samsung is partnering with Scentre Group BrandSpace to launch a new foldable Z Series with a market-first retail brand experience.
Takeaway Points
- Samsung is partnering with Scentre Group BrandSpace to launch a new foldable Z Series with a market-first retail brand experience.
- the start of pre-order, revealed at the #SamsungUnpacked event in Paris, France, late last week.
- The Samsung retail brand experience at Westfield Sydney will be live from the new Galaxy Z Series’ pre-order from July 11–25, with an expected 1.16 million customer visits on average.
What did Samsung launch?
Samsung Electronics Australia said on Monday it has partnered with Scentre Group BrandSpace to provide a market-first retail brand experience at Westfield Sydney. The partnership with Scentre Group BrandSpace marks the expansion of Galaxy AI with the launch of the Samsung Galaxy Z Fold6 and Galaxy Flip6.
Samsung said that the start of pre-orders was revealed at the #SamsungUnpacked event in Paris, France, late last week.
Jason Ridge, Head of Marketing, Mobile Experience at Samsung Electronics Australia, said that they are happy to partner with Westfield and launch the new Galaxy Z Series.
“At Samsung, we strive to connect with our audiences via high-reach and high impact interactions. Like our market-leading commitment to AI, and the breath of opportunity our new Galaxy Z Series Australians are empowered with, we aim for the brand partnership with Westfield and its scale to echo this sentiment. We’re excited to constantly push the boundaries of traditional marketing and look forward to driving hype and awareness of our latest Z Series range through the unmissable brand experience,” Jason said.
Chris Bolling, from Scentre Group BrandSpace, said, “We’re thrilled to partner with Samsung on a bold and dynamic campaign, which pushes the boundaries of OOH to command mass reach, while also plays with experiential to engage with Gen-MZ in a fun and unique way. We know Australian consumers are seeking engaging brand experiences, more than ever. Through this collaboration, we look forward to creating elevated in-store experiences for Westfield and Samsung customers.”
The new Samsung Galaxy Z Fold6 and Flip6 are available for pre-order from 11 to 30 July on Samsung.com.au, and the Samsung retail brand experience at Westfield Sydney will be live from the new Galaxy Z Series’ pre-order from 11 to 25 July, with an expected 1.16 million customer visits on average through the center on any given fortnight, Samsung said.
According to the electronics company, their partnership with Westfield Sydney aims to create an unmissable and immersive retail brand experience. The experience consists of a mix of out-of-home (OOH) and experiential activation. With an unprecedented share of voice across the entire center, from the shop floor to the street, the partnership will entail of five 3D-enabled creative super screens, 59 SmartScreens, 27 Digital Directories, and branded prominence across building structures including columns/pillars, valet hoarding, concierge, escalators, staircases and 160 dining precinct tables. Further extending across the wider shopping district surrounds, and in a market first partnership with QMS, Samsung will have 120 panels across Pitt Street and the broader Sydney Central Business District, resulting in a complete footprint.
