Samsung Austria has unveiled its Galaxy Z Fold7 and Galaxy Z Flip7 through a bold, AI-driven social media campaign — marking the first collaboration with its newly appointed creative agency, Wien Nord Serviceplan. The launch showcases how artificial intelligence can redefine smartphone marketing, particularly for a Gen Z audience.
Central to the campaign is the #klappt hand gesture, symbolising the satisfying snap of opening the foldable device to reveal new possibilities. Captured in still images and transformed into dynamic motion formats through AI, this creative approach moves beyond traditional production, aligning perfectly with the brand’s innovative positioning.
“AI is already a core part of our daily work, but it’s incredible how fast the tech is moving,” said Mirjam Berger, creative director at Wien Nord Serviceplan. “For our first major campaign with Samsung, conventional production simply wasn’t an option — which made us even more motivated to explore what’s possible.”
Sean Ryan, marketing director at Samsung Austria, emphasised the emotional dimension: “With #klappt, we didn’t just want to present a new generation of smartphones — we wanted to share a feeling. For Gen Z, it’s not just technology; it’s a statement that something new is starting.”
The campaign is live across Meta, TikTok, YouTube, and Connected TV until the end of August. It follows Wien Nord Serviceplan’s appointment earlier this summer after a competitive multi-stage pitch, where the agency stood out for its creative vision, streamlined processes, and understanding of the Samsung brand.
