When Objects Whisper Before Brands Speak

Samsung’s “Fold Town” campaign was an innovative advertising campaign created to promote the Galaxy Z Fold6 and Z Flip6. Instead of relying only on traditional advertisements, Samsung changed the surroundings of East London so that people could experience the idea of folding in their everyday environment. Old Street station was renamed “Fold Street,” and familiar objects such as buses, benches, lampposts and phone boxes were given unusual folded designs. This made people curious and encouraged them to stop, look and photograph what they were seeing.

The campaign was strongly connected to psychology, particularly pattern interruption and priming. People usually ignore familiar objects because they see them every day. By changing their normal appearance, Samsung created something unexpected that naturally captured attention. Seeing the idea of folding repeatedly also helped create a connection between folding and innovation in the minds of viewers. As a result, the product became easier to understand and remember when people encountered it later.

The campaign gained additional attention because people willingly shared photographs of the installations online, allowing it to reach a much larger audience.

WHEN OBJECTS WHISPER BEFORE BRANDS SPEAK - Devvarsh Jain.pdf

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