With the Galaxy Z Flip5 smartphone, Samsung wants to attack Apple and increase awareness of the foldable phone. The target group are Gen Z and millennials aged between 23 and 38. They already have the purchasing power for the rather high-priced Z Flip5. The big challenge is that this target group is very difficult to impress. It immediately recognizes typical advertising without added value. On the other hand, the target group is very pop culture-savvy. The campaign for the foldable flagship Galaxy Z Flip5 has three main objectives: 01) Generating awareness of the product and anchoring it in the German-speaking Swiss market in an entertaining and innovative way. 02) Activating the target group to get involved and make them part of the campaign experience. 03) Pop culture: Z Flip5 should be increasingly embedded in the field of pop culture in order to move within the target group's natural relevance set.

While entire Switzerland has been eagerly waiting for the 3rd season of Tschugger, the nation’s most popular crime-comedy series, we created a criminal sponsorship using the new Samsung Galaxy Z Flip5. Samsung and Tschugger present “The Flipcode Mystery”. An immersive activation campaign that enabled everyone to crack an interactive crime case by becoming a so-called «Tschugger» – a quirky Swiss policeman. The crime case was all about finding and cracking a lost phone access-code before the mafia could. We hid the single parts of the lost phone access-code deeply in the episodes of the live broadcasted TV-series “Tschugger”. For one code element, the checksum of a specific license plate had to be calculated. Or the police station had to be called by using a wanted letter. This immersive direct campaign transforms a classic TV series into an interactive crime case using the Samsung ZFlip 5.

We are partnering the Samsung Galaxy Z Flip5 with the most successful and most-watched pop culture TV series in Switzerland: "Tschugger". With this strong partnership, Samsung benefits from Tschugger's cult status, its pop culture image and the already extremely large Swiss-German fan base, which is congruent with Samsung's target group. The main target group is Gen Z and millennials between the ages of 23 and 38. They already have the purchasing power for the rather high-priced Z Flip5. Nobody waits for advertising, but everyone loves entertainment. That's why we create an interactive crime case in the form of an entertainment campaign, just like Tschugger. This allows our target group to immerse themselves in the Tschugger world via the product (Galaxy Z Flip5) and interact with it. The Galaxy Z Flip5 becomes the enabler of the entire experience.

One month before the official TV premiere of season 3, we launched an exclusive mini-series on social media with the original cast. After a bounty of 10’000 US dollar, 2 mobsters, and a forgotten Z Flip5 phone access-code, only our fans were able to save the protagonists: Only during the live TV broadcast of the series. We hid the single parts of the lost phone access-code deeply in the episodes of the third season: For one code element, the checksum of a specific license plate had to be calculated. Or a weekday had to be reconstructed based on speed-camera images. Or the police station had to be called by using a wanted letter. In order to find those hidden code elements, all registered users received encrypted video messages from the protagonists themselves. The winner's reward: The 10’000 US dollar bounty and the original Z Flip5 from the series.

The FlipCode Mystery completely captivated the target group. The videos itself (mini-series, activation films, hint videos) achieved 25.7 million views. Thanks to its own mini-series with 4 episodes, the campaign hub including hints and solving the interactive FlipCode puzzle, the campaign generated a level of brand engagement that is rarely seen. Each participant spent an incredible 29:30 minutes with the Samsung brand and the Z Flip5. Welcome side effect: The brand awareness increased by +41%, while the online sales of the Z Flip5 grew by +19%.