BRAND ACTIVATIONS

Samsung ‘flips’ and ‘folds’ everyday London landmarks for campaign

By our African Marketing Confederation News Team | 2024

Brand campaign promotes new flip-and-fold mobile phone ranges by, among other things, flipping and folding a London Bus and red phone box.

Mobile phone manufacturer Samsung stopped London commuters in their tracks yesterday (Wednesday, 23 July) when they saw one of the city’s red single-decker buses folded at a 90-degree angle on a busy thoroughfare.

The folded bus forms part of Samsung’s brand activation in London

People travelling along Old Street in East London became even more perplexed when they also stumbled across a folded bench, a folded red telephone box and a folded lamppost.

 

To top it all off, the Old Street underground railway station had, overnight, suddenly become Fold Street Station. Indeed, the entire Old Street has been transformed into Fold Street and will remain that way until 27 July.

 

It’s all part of a clever brand activation – some would even call it a ‘guerilla marketing’ tactic – to promote the new Samsung Galaxy Z Fold 6 and Galaxy Z Flip 6 handsets.

 

A realistic-looking art piece

 

On closer inspection, it turns out that the bus isn’t a real Transport for London bus that came to an untimely end, but a realistic-looking art piece measuring 6m by 6.2m.

 

The piece, created by artist Caspar Philips, was constructed to scale and took two months to design and build. It includes a host of recycled materials taken from real London buses.

 

The folded bench and other items that form part of the brand activation are also artworks, created by designer Jem Hughes.

 

Says Samsung’s Annika Bizon, Director of Marketing, Omnichannel & Head of Ireland: “Welcome to Fold Town! To celebrate the arrival of the new Galaxy Z series we wanted to flip East London upside down with a series of unexpected activations, including the renaming of Old Street to Fold Street.

 

“Samsung has a heritage of innovation, from folding glass in our Galaxy Z Series, to folding buses and iconic landmarks. We are so excited for consumers to experience our unique Fold Street activation across East London.”

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Rozanne
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.