- Samsung – Galaxy Z Flip5

We were tasked with launching Samsung’s latest flagship device in Japan, the Galaxy Z Flip5. 

A foldable device that boasts the latest technology while fitting in your pocket.

To convince Japanese Gen-Z to “Join the Flip Side”, we decide to tap into the deep-seated “fan-culture”. 

Here in Japan, fan culture (Oshikatsu) and celebrity devotion are among the highest in the world. Individuals' choices in technology are not just practical but are deeply intertwined with social identity and peer acceptance. By aligning with these cultural values, we positioned the Galaxy Z Flip5 not just as a new flagship device but as a facilitator of deeper connections with what our audience loves the most—their "Oshi" or beloved idols.

W+K Tokyo launched an integrated campaign featuring the popular group Atarashi Gakko! known for their large, devoted fan base among Gen Z in Japan. The cultural resonance of their music and style makes them the perfect ambassadors for the Galaxy Z Flip5.

This strategy leverages not only the technological specs of the Galaxy Z Flip5 but also aligns deeply with the cultural fabric of Japan, positioning it as a must-have device for the ultimate fans.