Samsung Festifold

Context

In a market where smartphone launches are constant and attention spans are short, standing out had become the real challenge. New devices no longer impress on specs alone. People expect an experience worth sharing. With the launch of the Flip4 and Fold4, Samsung needed more than a traditional product reveal. The challenge was to bring complex product innovations to life in a way that felt fresh, culturally relevant and unmistakably buzz-worthy. By tapping into the resurgence of Y2K culture, the task was to create a launch moment that translated key product features into entertainment, sparked conversation both on-site and online, and turned the event into true talk of the town.

Connection

We knew that people don’t fall in love with technology because of specs alone – they connect through emotion, nostalgia and moments they want to be part of and share. With Y2K culture back at the heart of pop culture, we saw a powerful opportunity to translate innovation into familiarity. Folding technology felt futuristic, but the Y2K era made it playful, iconic and instantly recognisable.
That insight shaped our solution. We turned the launch into a full-scale Y2K festival experience, where every product feature came to life through entertainment. From retro-inspired communication and instaworthy activations to immersive experiences built around the Flip4 and Fold4 specs, each touchpoint was designed to trigger discovery, emotion and social sharing.
By choosing Thuishaven, Amsterdam’s most iconic festival location, and combining a spectacular opening show with 360-degree entertainment, we created a physical experience with built-in digital reach. The result was a launch that didn’t just introduce new devices, but created a cultural moment, on the ground and across social.

Impact

The launch exceeded expectations and delivered a true cultural moment. More than 550 guests attended the event, with an 80% attendance rate, turning the launch into a packed, high-energy experience that felt unmissable. The Y2K concept didn’t just land on-site, it travelled far beyond the event itself, driving a 200% increase in social views and engagement compared to previous launches.
Qualitatively, the event was widely described as talk of the town. Guests actively shared content, interacted with the product experiences and stayed engaged throughout the night. The combination of entertainment and product storytelling created strong emotional buy-in, positioning the
Flip4 and Fold4 as not just innovative devices, but cultural icons. The result: a launch that strengthened brand relevance, boosted visibility
and set a new benchmark for future product introductions through
hands-on experience.