How Samsung HK and New Balance HK market to Gen Z by integrating tech and fashion

Samsung Mobile Hong Kong and footwear brand New Balance Hong Kong have partnered up to unveil a campaign that integrates the power of creativity, technology and fashion, highlighting the shared vision of the two brands of making breakthroughs with innovations.  

Available until 30 November, the “From 1906 to Z” campaign visualises the journey of New Balance, which was established in 1906, and its 1906R model, to the flip side of mobile devices driven by Samsung's foldable mobile device Galaxy Z Flip5 to Generation Z.  

Done in collaboration with local creative agency Durian Hong Kong, the campaign aims to expand the brands’ reach to Gen Z audiences, creating resonance via collaborative activation that integrates fashion and tech innovation to bring excitement to their target audience. 

As part of the campaign, the two brands have also joined hands with Current Projects, an art organisation, as well as three local artists, Cynthia Omi, Katol Lo and Xeme on a cross-sectoral collaboration of technology and fashion.  

Under the partnership, the artists have combined the two items Galaxy Z Flip5 and NB 1906R with their personal styles to create three unique art pieces, transforming the streets of Central and Sheung Wan into an outdoor exhibition. Available until 31 October, it aims to demonstrate the attitude of "Z" with innovative street art. 

To amplify the concept behind "From 1906 to Z”, a series of three behind-the-scenes videos have been launched. The videos aim to strengthen the audience's understanding by showcasing the creation process and revealing artists' design concepts behind the wall paintings, which helps to shed light on the core idea throughout the campaign.  

The videos also aim to arouse a sense of curiosity among the target audience, encouraging them to visit the district and witness the unique art pieces in person. 

While the campaign mobilises KOLs and fans from both brands to check in to win some joint-promotion premiums, the “From 1906 To Z” art creations will also be displayed at specific flagship stores of both brands in late October. 

"We always aim to enlighten everyone how our cutting-edge technology impacts one's life by partnering with creative minds from areas ranging from art, music, movie production, and more. Through this collaboration with New Balance and Current Project, we are delighted to see the talented artists infuse the elements of Z Flip5 and 1906R into their work. Z Flip5 perfectly captures every brushstroke with its innovative flex mode,” said Tammi Chan, head of marketing, IT and mobile experience, Samsung HK. 

Janice Lam, senior marketing manager of New Balance Hong Kong, said: “From 1906 to Z” - a concept that connects two brands together. Since 1906, New Balance has been working on empowering people through sport and craftsmanship to create positive change in communities around the world. Sharing similar vision and brand values with Samsung as one of the pioneering brands that continues to create human-driven innovations, New Balance is delighted to support the Galaxy Z Flip 5 launch campaign this year."

Lam said the campaign creates opportunities for artists to express their own narrative that connects and opens up dialogues with like-minded independents. "The creative mural wall paints showcase their talent and interpretation on the past and the present, acknowledging the intersection between sports, culture, technology and the community. We celebrate the creativity, originality and freedom of expression of these story-tellers which resonates with the audience,” she added.

Back in August, Samsung Hong Kong has launched its Galaxy Z Series Summer Vibes popup store, which showcased the latest flagship products, including the Galaxy Z Fold5 and Z Flip5, Watch6 Series and Tab S9 Series. During the period, the Central Samsung Experience Store was transformed into a portal through which visitors can delve into a vibrant world full of Samsung innovations and creativity.

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