Effies
Australia
From Hunted to Hunter: How ‘Flipvertising’ Revolutionised a Digital Advertising Adventure and Captured Gen Z’s Attention
Agency
CHEP Network
Client
Samsung
Awards
Bronze
Telecommunications and Other Services
Silver
Most Original Thinking
Gold
Innovative Media or Channel Solutions (inc. Media Partnerships)
Summary
What do you do when you’re advertising to Gen Z? This paper about an idea that was so big, so imaginative, so out there, that to even pull it off, Google HQ coding aficionados had to push the boundaries of what was possible.
In August 2022, to launch the new Galaxy Flip4, Samsung developed a local campaign to shift behaviour and attitudes for 18–29-year-olds in support of the global activity in market. Knowing young people were sick of being data-mined to death to sell them the next big thing, they turned the hunted into the hunter.
With ‘Flipvertising’, online ads were seeded with clues that took viewers on an adventure of searches in the hope of being retargeted by one pre-roll ad that contained our hidden prize - a Galaxy Flip4. As people searched to find the right keywords, they inadvertently explored content and reviews highlighting the Flip4 in a non-advertising way.
Fundamentally changed how people searched for a phone, with 85% more searches than target, a lift in positive word-of-mouth exposure for 18–29-year-olds, Increased engagement rate compared to global creative. All the while driving sales, stealing share from Apple and returning a strong ROI.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Lillian Sor | Author / Chief Strategy Officer | |
| Tim Russell | Author / Head of Strategy, Media | |
| Josef Wimberger | Author / Brand Planning Director | |
| Alex Capper | Author / Head of Data Planning | |
| Gavin McCleod | Chief Creative Officer | |
| Justin Ruben | Executive Creative Director | |
| Cameron Dowsett | Creative Director | |
| Mark Tallis | Creative Director | |
| Joe Ranallo | Senior Copywriter | |
| Will Winter-Irving | Senior Art Director | |
| Tash Johnson | Head of CHEP Film | |
| Bella Jarman | Producer | |
| Christian Hewitt | National Head of Design | |
| Sonia Coughlan | Senior Designer | |
| Kenn Huang | Senior Designer | |
| Austin Hupfau | Digital Designer | |
| Michelle Nguyen | Junior Motion Designer | |
| Jonny Berger | Managing Director | |
| Grace Vizor | Client Partner | |
| Lucy Jones | Senior Account Director | |
| Lauren Tom | Senior Account Manager | |
| Patty Nowak | Account Director | |
| Kirsty McMeekin | Strategy Lead, Media | |
| Jarryd Patel | Senior Social Planner | |
| Isabella Holder | Influencer Manager | |
| Steven Flood | Integrated Planning Lead, Media | |
| Hansen Ding | Digital Lead Director, Media | |
| Sue Lau | Associate Digital Director, Media | |
| Cleo de Kerorguen | Operations Manager | |
| Mary Anne Truong | National Operations Director | |
| Patrick O’Leary | Senior UX Architect | |
| Kirstie Peters | Tech Program Director, Data Services | |
| Tim Chapman | Technical Director, Data Services | |
| Xian Yang Wong | Senior Full Stack Engineer, Data Services | |
| Devinder Singh | AdTech Solution Architect, Data Services | |
| Eric Chou | Director of Product & Marketing | Samsung Australia |
| Joanna Baxter | Head of Marketing Communications, MX | Samsung Australia |
| Maureen Benson | Communications Planner | Samsung Australia |
| Lilly Lloyd | Marketing Manager | Samsung Australia |
| Alexander Campbell | Social Media Marketing Lead | Samsung Australia |