When Samsung released its first foldable smartphone in 2019, the innovative Galaxy Z Fold, it was a huge hit among a target of niche tech enthusiasts. But it lacked mainstream awareness. Two years later, the new Galaxy Z Flip3 was ready to hit the main stage and create excitement with Gen Z and young millennials who are interested in turning heads and making a statement.

The Z Flip3 is the first of a new generation of foldable smartphones. Yes, it’s full of great tech, but the feature that really makes people stop in their tracks is that it’s a smartphone that folds and clacks shut. It’s not just a phone; it’s a statement.

Create a product demo as head turning as the device itself.

We did so by bringing back the “clack”! That sound of power, attitude, and sass that can only come from slamming a flip phone shut.

We collaborated with Todrick Hall, an offbeat artist who represents everything we love about the “clack” and the Z Flip3. He’s fearless, empowering, and the embodiment of Samsung’s biggest brand positioning: openness.

We didn’t bring Todrick into our world; we entered his. Together we rewrote one of his hit songs and created a music video that was 100% product demo and 100% Todrick. Using the same song, Todrick also created a TikTok dance challenge.

The most memorable feature of the original flip phone was the attitude that came with clacking it shut. We were able to tap into the nostalgia Gen Z has for the early 2000s by leaning into the unique form factor of the device, “the clack.” To further embody this attitude, we partnered with Todrick Hall to not only illustrate the capabilities of the Galaxy Z Flip3 5G but also serve as an inclusive reflection of the brand’s open-minded outlook and the product’s barrier-defying flexibility for those who may flex in their own way. Leveraging Todrick’s personality to highlight this simple product attribute to launch the phone allowed us to connect with our Gen Z target and stand out among their cluttered feeds.

Working with Todrick, we co-wrote “Flip, Fold, Snap, Clack,” a remixed version of his hit “Nails, Hair, Hips, Heels.” We then collaborated with renowned music video director Hannah Lux Davis and world-class choreographer Brian Friedman to create a wall-to-wall product demo in the form of a music video, making it feel anything but ad-like.

Everything from the lyrics to the choreography to set design showcased the smartphone’s show-stopping design, flexibility, and unrivaled tech. We leaned into Todrick’s fun and colorful world, which featured unconventionally beautiful and diverse dancers representing all types of gender identities, body shapes, and ethnicities.

We boosted the video’s impact and reach with social snippets as well as online video and digital outdoor placements on the Las Vegas Strip and in New York’s Times Square, plus a global TikTok challenge.

We eclipsed Samsung’s engagement benchmarks by 60% in the first two weeks, soaring the brand’s positive net sentiment, particularly on Instagram and TikTok. When Todrick shared the content on his own Instagram feed, we saw engagement increases of +166% over his average post. Finally, the TikTok challenge hashtag generated 3.1 billion views in the first three days and 9.4 billion globally to date.

Users and the press alike loved the “clack,” which gained 14 media callouts, including a story in Billboard. The program was so successful in the U.S., it spread to other countries including Australia, UAE, and Singapore.

“Clack.” That’s all.