Samsung SG turns everyday talents into a flex with Gen Z-focused push

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Samsung Electronics Singapore has launched "Galaxy flexival", a digital-first festival featuring interactive campaigns and content designed to showcase the Galaxy Z series in unconventional ways.

One initiative from the campaign is the “Unexpected reviewers” campaign, where creators Norbin Ngoh, Xixi Lim and Raynold Tan front a micro-series exploring how the Galaxy Z Fold7 and Z Flip7 can unlock hidden talents.

Produced by Cheil Singapore, the first episode features Ngoh trying his hand at fashion photography using the Galaxy Z Fold7.

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Ngoh shares that he enjoys photography and that Samsung’s new device lets him “do it even better.” As Lim and Tan take turns posing, the Galaxy Z Fold7 captures them in crisp, high-definition shots. The video also demonstrates features such as the “object eraser”, allowing users to remove unwanted objects from a scene. The trio close the episode by teasing the next installment, where Xixi will reveal her own “unexpected talent”.

Other activations include “Unexpected livestreams”, with TeamGalaxy influencers introducing Galaxy devices in surprising settings, and on-demand highlights featuring tips and tricks for Samsung users. Consumers can also take the “Find your flex” quiz, which recommends device features aligned to personal interests such as gaming or plant care.

Separately, Samsung has teamed up with Korean beauty brand JUNGSAEMMOOL for the “Unexpected side” campaign, inviting consumers to share stories about their “Seoulmates”. Three winning pairs will be treated to a K-makeover experience at the brand’s flagship store, with moments captured on the Galaxy Z Fold7.

“Many consumers today are relying on both offline and online experiences to seek best recommendations when it comes to their purchasing decisions. Hence, we conceptualised 'Galaxy flexival' as a way to bring another dimension to our product storytelling and to demonstrate how our innovative products can have a real impact on our consumers' lifestyles,” said Lynn Chong, head of marketing, Samsung Electronics Singapore.

She added, “Through interactive content, first-party reviews, and highlights from recent livestreams hosted by our TeamGalaxy influencers, we envision 'Galaxy flexival' as a first port of call for those who want to learn how to elevate their everyday lives with the help of our smart Galaxy devices.”

This builds on Samsung’s recent push to connect with Gen Z audiences. In May, the brand rolled out a global campaign via BBH Singapore for the Galaxy S25 Ultra, spotlighting how the device, powered by Google Gemini, helps users navigate daily challenges.

The campaign featured three short films highlighting the smartphone’s AI capabilities, with each spot focusing on conversational features through Gemini Live.

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