Samsung Electronics has launched a regional campaign for its Galaxy Z Flip5, in collaboration with Anghami Inc.
The campaign, titled ‘Flippin Possible’, was designed with the aim of targeting Generation Z by celebrating self-expression through the signature phone model.
The inspiration came from the phone being a tool for self-expression, encouraging users to embrace boldness in everything they do and freely express themselves. The campaign intends to represent the fusion of technology and personal style, enabling users to showcase their unique identities and creativity in every flip.
Built on the universal belief that anything is achievable, the ‘Flippin Possible’ campaign centres on three core passions—music, dance, and art—to inspire creativity and celebrate the diverse talents thriving throughout the region.
Omar Saheb, Regional VP of Marketing and Online Business at Samsung Electronics MENA, said, “This campaign is all about celebrating self-expression and the limitless possibilities that come with the Galaxy Z Flip5.”
To connect with younger audiences, Samsung partnered with three renowned musicians from the Middle East: Flipperachi from Bahrain, Lamia Al Malki from Saudi Arabia, and Siilawy from Jordan. Each artist created a unique track that reflects the essence of self-possibilities.
“We can’t wait to see how our users will embrace and express their creativity through music, dance, and art,” said Saheb.
In addition to the musical collaborations, Samsung also teamed up with Dubai-based artist Ibrahim Zaki to create three album covers and a special limited-edition Galaxy Z Flip5 cover design.
These designs embody the campaign’s spirit with an Arabic message, ‘Bekol Daraja Akdar’, which means in every degree possible.
This was crafted with the aim of allowing users to feel like they could use the product to express their unique personalities in every degree.
To further amplify the campaign, Samsung partnered with two talented dancers and choreographers, Joyce Amil, based in Dubai, and Nehmat Abdelkhalik, based in Lebanon.
@samsungarabia Show your flex and win a #GalaxyZFlip5 or Music Frame.✨✨✨ Here’s how to enter: 🎵Pick a song 🕺Show us how you flip 🤝Tag us in the caption with @samsungarabia #FlippinPossible #Samsung *T&Cs apply.
Additionally, Samsung collaborated with TikTok to launch a special Branded Effect called ‘The Flip Side,’ exclusive to the UAE and KSA. The effect encourages users to dance to each of the three tracks, showcasing their moves and creativity.
Credits:
Samsung Regional HQ – MENA
Mohamad Al Azzawe, Head of Brand, Corporate Marketing
Anas El Charif, Regional Head of Marketing, Mobile Experience at Samsung MENA
Yagmur Unal, Mobile Experience, Assistant Marketing Manager
Jomana Asfour, Head of Corporate Comms, PR & Future Gen Lab
Mina Mazin, Social & PR Comms, Assistant Marketing Manager
Marichelle Keijzer, Media, Senior Manager
Dana Alhussaini, Partnerships, Senior Manager
Leo Burnett – Publicis
Creative
Creative Director: Karim Soliman
Senior Art Director: Jhon Igua
Designer: Deandra Martis
English Copywriter: Liana El Khabbaz
Senior Arabic Copywriter: Haytham Lamah
Client Side:
Business Lead: Nadim Ghrayeb
Business Director: Anthony Condon
Senior Manager: Mazen AlNaqib
Account Manager: Farah Ali-Ahmad
Senior Executive: Nathan Masson
Starcom – Publicis
Zeina Kettaneh, Associate Business Director
Dany Habib, Media Executive
