Iris has launched an innovative folding billboard to drive awareness of the release of the Samsung Galaxy Z Flip4, the first time a tech brand has used a folding billboard in this way.
Global ad agency Iris was asked to present the unique nature of the phone and showcase Samsung’s leading position in the foldables market by creating an OOH campaign to run alongside the TV advert ‘#jointheflipside’.
Iris replicated the folding phone experience through the specially-built billboards that help to showcase it in a large-scale, highly visible way which brings the folding smartphone concept to life.
Iris group creative director Richard Hayter said: “Regular, slab-shaped smartphones are great. So are big, flat billboards.
“But they’re both so common, so easy to ignore. Samsung Galaxy Z Flip4 utterly changes what people can expect from a phone – it folds into an ultra-compact shape – so we thought we’d do the same for billboards, demonstrating the Z Flip4’s category-shifting design in a way that can’t be overlooked.”
The innovative OOH folding billboards can be found in four London locations: Vauxhall, Wimbledon, Limehouse, Woolwich as well as Manchester.
Media planning and buying was executed by Starcom and the campaign will run until 23 October.