Samsung Galaxy Z Flip3 / O2: Flashmob

O2, has today launched a social first campaign designed to promote the Samsung Galaxy Z Flip3 foldable phone, available to purchase on O2. O2 worked with UK agency of record, VCCP London and Girl&Bear, to mastermind the new campaign which sees iconic Noughties pop band, Steps, take over the famous The O2 arena with a surprise flashmob. To bring the campaign to life, O2 tapped into the increasing trend of throwback nostalgia, together with the help of Steps to pay homage to retro features of the foldable phone. O2 surprised the public at The O2 arena with a flashmob style performance from Steps to demonstrate that the Galaxy Z Flip3 is the perfect mix of the noughties, with a 2022 upgrade. The social films take O2 customers on a journey of Noughties nostalgia by highlighting the retro foldable nature of the Galaxy Z Flip3, as well as the new updated features such as its hands-free selfies and split screen. The hero 60 second social film was shot partially on the new Galaxy Z Flip3 model and opens with a lone dancer setting up his phone in The O2 as he gets ready to film a routine to Steps’ hit track ‘Deeper Shade of Blue’. The song has been updated with a modern remix to continue the theme of the upgraded Noughties vision. As his dance kicks off, the hero character is joined by additional dancers and even Bubl, O2’s lovable blue robot, can be seen dancing on a digital screen as the flashmob begins to build. The dancers are interrupted by a security guard as there’s an ever present risk that security will shut down the routine. However, the hero dancer is joined by more and more people and they all enjoy the foldable features of the new Galaxy Z Flip3, helping them capture stunning selfies with just a wave, and record hands-free with Flex Mode. The impromptu dance troupe is finally joined by iconic pop brand, Steps.. The flashmob reaches a crescendo as Steps bust out their signature choreography, and the film draws to a close with the hero strapline ‘The Noughties just got an upgrade. Get the iconic Galaxy Z Flip3 on O2.’ The new campaign for the Galaxy Z Flip3 phone aims to target millennials who treasure fond memories from the Noughties in a bid to recruit this audience to the updated model. The flashmob creative, choreographed by Reuben Feels and fronted by pop legends, Steps, is a natural tie to the Noughties features of the foldable phone. The foldable technology is Samsung’s unique selling point which sees the phone model break out against the conventional ‘black box’ smartphone appearance from that of competitor brands.