London, Thursday 30th November 2023: Samsung is opening a skatepark in the heart of Shoreditch, in a two-week long cultural event to drive awareness and consideration of the new Galaxy Z Flip5 foldable device. The “Drop in with Samsung Flip Park” was developed in collaboration with global creative network Iris, as an extension to the brand’s partnership in the skateboarding community, with Skateboard GB.
Samsung’s research has shown that people are more likely to consider purchasing a Galaxy Z Flip device once they have got it in their hands, so as part of the recently launched Drop In With Samsung skateboarding platform, the brand has partnered with Iris to create an event which gets as many people as possible “hands on” with the new Galaxy Z Flip5 in the run up to Christmas.
Tapping into trends within skateboarding culture, such as fashion and music, the two-week pop-up aims to shift consideration and drive purchase intent amongst a wide target audience, with a focus on Gen Z consumers.
Samsung has built a unique enclosed skate park designed by King Ramps in a previously unused space in the heart of Shoreditch. The park features a ‘Z-line’ skate route inspired by the foldable series, and rigged with Samsung Galaxy Z Flip5 devices to show off the phone’s camera capabilities for the sport, whether you choose to skateboard or just to spectate, providing people with content to share on social.
The activation also includes an events space with multiple experiential touchpoints where people can interact with the Galaxy Z Flip5, capturing multi-angle selfies with FlexCam or creating their own skateboard design.
To open the experience, Samsung’s Team Galaxy Skate – a team of influential skateboarders, including Sky Brown, Stefani Nurding and Ashley Mercer – will demonstrate their skills an launch event, with compering from Olympic commentator, Marc Churchill and music provided by chart topper, Eliza Rose.
Throughout the duration of the two week opening, Samsung will run a programme of events for consumers to drive footfall, including exclusive skate film nights, art and mural design classes, a ‘skatewalk’ fashion show from HypeBeast and a programme of music provided by Rinse FM. The space has exclusive food and beverage line up from community favourites such as Leytonstone Tavern and Doughnut Time. Attendees can also enter competitions to win a Galaxy Z Flip 5, Galaxy Buds2 Pro and exclusive Drop in with Samsung merchandise.
The event runs from 30th November – 16th December at 201-207 Shoreditch High Street, E1 6LG. Tickets are available at www.samsung.com/uk/flippark and on the door.
The activation will be supported by out-of-home and social activity with media planning and buying led byStarcom.
The activation follows the successful launch of Samsung UK’s partnership with Skateboard GB in September, which forms a new platform for both brands to increase brand love and consideration amongst a GenZ audience. Iris built the campaign strategy on bespoke YouGov research that found skateboarding is growing in popularity among UK Gen Z consumers. Additionally, Samsung shares the Korean spirit of ‘Tu-hon’ – a burning, under-dog spirit of grit and passion, and a relentless drive to succeed, which mirrors the skater mentality of going again and again and again.
Annika Bizon, Samsung UK, Marketing and Omnichannel Director, said: “It’s been great to kick-start our relationship with Skateboard GB, and we’re excited to see how this partnership continues to grow. We learnt that our foldable devices are integral to the skateboarding community, so what better way to demonstrate this with a Samsung Galaxy ZFlip5 inspired skate park, putting the device at the heart.
“Our ambition is for customers to get hands on with our devices whilst being immersed in the incredible community of skateboarding, and our partners at Iris are helping us bring this vision to life.”
Rachel Byles, Head of Partnerships & PR, Iris, said: “We’re delighted to unveil the latest iteration of our work with Samsung as part of the recently launched Drop in with Samsung creative platform. To drive consideration amongst Gen Z consumers, this activation offers multiple touchpoints for attendees to experience the Galaxy Z Flip5 in person.
“As well as featuring some of the stars of UK skateboarding, we’re also proud to involve the community through partnerships with local businesses, like Girl Skate UK and Rinse FM.”