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Australia is Apple territory. For Samsung, getting Gen Z & millennials to even consider switching was tough. The Galaxy Z Flip4 was bold and different, but our audience didn't care. They were ad-averse, suspicious of paid media, and proud of their ad-blockers. We weren't just launching a phone, we were fighting apathy.
Flip the ad model. Make the ad impossible to find. 'Flipvertising' flipped the rules of targeting on their head. We challenged audiences to hack their own algorithm by actively searching for the ad themselves. It started with cryptic online videos that dropped clues. If they searched the right terms, they'd be rewarded, not with more ads, but with a hidden pre-roll containing a prize: a Galaxy Flip4. We didn't interrupt their journey but made it part of the game.
We partnered with Google to engineer a fully inverted ad system, where only the savviest clue-hunters could unlock the prize, manually controlling the data in the trading platforms. Each video demo contained a subtle cue driving to the next search. As users explored the right terms, they didn't just uncover clues. They uncovered a stream of positive UGC and organic reviews that told the Galaxy Flip4 story better than any ad could, transforming audience skepticism into active engagement.
