Tribal and Samsung ask Gen Z: why have the same phone as everyone else?

Tribal Aotearoa has partnered with Samsung to launch the latest Galaxy Z Flip7 and Z Fold7 in Aotearoa.

Working with FINCH, the team has created a new platform that asks the question: why have the same phone as everyone else?

The inspiration comes from an insight that shows Gen Z as “fiercely individualistic”, from how they dress to the music they listen to. But Tribal and Samsung argue that their phones are a blindspot, where many are using the same type of device.

But the campaign suggests Samsung is the brand for those willing to stand out and “flip” their perspective. It acknowledges that people might feel anxious about switching their device but reframes this as something exciting.

Arrive at your own conclusions

“We wanted to create a unique piece of work here in New Zealand that speaks directly to our audience,” says Anne Vacek, Samsung NZ’s head of marketing communications. “It’s about building a long-term emotional connection in a way that feels authentic to them.”

Tribal executive creative director Haydn Kerr adds, “The real bravery in this campaign is that it doesn’t tell the audience what to think – it starts the story, and lets you finish it. It allows the audience to arrive at their own conclusions, which is the only way to get customers to rethink their phone choice.”

The campaign will see non-Samsung users targeted with videos that with the message that they’re not alone in choosing the same phone as everyone else.

This campaign celebrates Samsung’s flagship launch of the new Galaxy Z Flip7 (and Galaxy Z Fold7, Galaxy Z Flip7 FE) in New Zealand.