Sir Mary designs typeface for Samsung Galaxy Fold 5G launch
For the launch of the new Samsung Galaxy Fold 5G, Sir Mary has developed a font, launching a teaser campaign with a coordinated influencer action.
The font is folded like the Samsung cell phone itself and is intended to be a talking point in the fashion and lifestyle environment. Among other things, this is done with an influencer campaign.
In October, around 40 fashion influencers post pictures of themselves on the same day: all of them are wearing a T-shirt on which their first name is written in the unfolded font. What it's all about remains a mystery: next to the pictures, all that appears is #WhatTheFold and the link Dwyc.ch, which leads to an online store. There you can buy nothing but three unique T-shirts, labeled No3, No2 and No1 in the unfolded typography and horrendously expensive: 300 francs, 500 francs and 700 francs. The accompanying text points out that the buyers will be among the first three people to lead the revolution in Switzerland.
The T-shirts are sold out within minutes. The quickest to buy are Lisa, Crismiel and Rimay. Instead of a confirmation of purchase, however, they receive an invitation to Zurich. In a film studio, the three are received by London fashion director Boldizsár Cr and his crew. An exclusive unboxing begins: as they unpack, the three discover not only their T-shirt, but the future of the smartphone: Lisa, Crismiel and Rimay are each rewarded by Samsung with a Galaxy Fold 5G for their speed. The joy is correspondingly great.
The campaign reached over 700,000 people, achieved over 1.6 million impressions and generated over 100,000 organic interactions. At the same time, the new Samsung Galaxy Fold 5G went on sale and were sold out in Switzerland within one day. Sir Mary is currently accompanying the launch with additional posters.
Responsible at SamsungFabrizio Camardella (IM Director); Toni Koller (Head of Marketing); Fabian Fehr (Head of Marcom); Allan Havermann (Marketing Manager Mobile). Responsible at Sir MaryFlorian Beck, Andi Portmann, Pascal Baumann, Constantin Camesasca, Thomas Berger, Tobias Röben, Delia Guerriero, Tina Mons, Jennifer Meier, Nicolas Hostettler, Jeannine Buscher, Ana Brankovic, Iva Bozovic, Katharina Günther, Daniel Zuberbühler. ProductionThomas Hirter (typography); Boldizsár Cr (film); Marko Strihic, Mitch Bekk (editing); Vinzent Britz (motion design); Tina Aich (production); Christian Guggenbühl, Flurin Müller (packaging design); Leander Camesasca (music); Egnatia (shirt production). Responsible at Starcom (Media): Burçak Meitanis (Account Director); Jessica-Jean-Richard (Account Manager); Iona Jefferies (Digital Account Manager); Yasmin Mattka (Digital Account Manager). Influencerhandling: Kingfluencers.
