Samsung features entire team of MIRROR in latest series, explains marketing tactics and plans

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A lot of brands have collaborated with Hongkongers' current favourite boyband MIRROR now. While many brands have only collaborated with some of its members, Samsung Hong Kong took a step further to invite the entire group to introduce its Galaxy Z series and feature them in a city wide campaign.

In an interview with MARKETING-INTERACTIVE, Zhao Yiyin, managing director of Samsung Electronics Hong Kong explained the reasons for choosing MIRROR and how the smartphone series can benefit users' lives. "As deeply admired idols in recent years, MIRROR is regarded as the most popular boyband in Hong Kong, injecting new power into the Cantopop scene. Samsung is similarly captivated by MIRROR’s trending charms. Thus, we are thrilled to launch the new foldable smartphones with MIRROR to establish a new icon and take foldable smartphones to the mass market."

One of the highlights of the campaign was the launch event of the new smartphones. During the event, both Keung To and Ian Chan said the foldable smartphones were versatile and attractive in design with introduction to the functions. They said, "As an artist, we spend a lot of time on the car or replying emails and fan’s messages on social media. Having a smartphone that provides efficient multi-tasking functions is vital. Moreover, the Dual Preview feature leverages the high-quality rear camera, allowing us to take great selfies with fans easily.” samsung tst billboard daytime 1

Apart from the launch event, the collaboration also encompassed content and videos across multiple touchpoints such as social media and OOH billboards and to portray the Galaxy Z series as the trendiest devices right now, especially among millennials and gen Z.

Zhao said, "Our goal is to go beyond expectations and position the new foldables as the next mainstream devices. Thus, we are targeting the mass audience, starting with millennials and gen Z as they are known trendsetters."

When it comes to its features, the Galaxy Z Flip3 can help users better capture the scene. For example, the Dual Preview feature on the enlarged cover screen can help social influencers, trendsetters and fashionistas to take better pictures before engaging audiences. In addition, the company said its pricing strategy generates "desirability in mass consumers’ minds." To further engage customers, Samsung Electronics Hong Kong will emphasise more on the series’ performance and durability.

Zhao explained, "The Galaxy Z series have successfully changed consumer behaviour based on user feedback. Through Flex Mode, the foldable phones make it very convenient for users to take photos and videos, putting them at the centre of their social circle. The two devices can easily transform into a hands-free camera, enabling users to take pictures with Dual Preview on the rear camera while displaying a preview of the shot on the cover screen."

Apart from online touchpoints, the company has also opened a pop-up store in Central to allow the public to experience the new foldable smartphones, riding on the advantages of experience marketing. In the pop-up store, customers can even create personalised MIRROR-themed WhatsApp stickers, in addition to multiple photogenic spots in the store such as giant posters with MIRROR and TVCs that feature them.

The company said according to market research GfK’s study, Samsung was the top seller of Hong Kong’s smartphones in the first half of 2021 as it launched a number of 5G smartphones in the first half of the year to cater to the needs of different consumers. Looking ahead, Zhao said the foldable smartphone market is forecasted to triple compared to 2020. "According to Counterpoint Technology Market Research, Samsung is expected to dominate the foldable phones market with 75% share until 2023," she added.

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