News

Samsung, CHEP Network and News Corp Australia ‘join the flip side’

News Corp Australia’s Newsamp, Samsung and CHEP Network have partnered on a new campaign for the tech giant’s newest Samsung Galaxy Z Series phones, led by fashion media brand Vogue Australia.

The ‘Join the Flip Side’ campaign positions the Samsung Z Series, in the context of generation Z fashion, as ‘the ultimate accessory’. The centrepiece of the campaign is a bespoke magazine, Miz Vogue, which has been inserted into the September issue of Vogue.

It celebrates the next generation of talent, including Australian singer and online sensation Mia Rodriguez.

Australian singer and online sensation, Mia Rodriguez

Created by and for generation Z, the campaign aims to convey the new launch in a unique and fashionable format. It hopes to bring the flip side of fashion to life, in the palm of readers’ hands.

Vogue Australia editor-in-chief, Christine Centenera, said: “In many ways, magazines are the flip side to the endless scroll of the internet. They offer a highly curated snapshot of people and ideas influencing culture right now in ways big and small. We believe the creatives featured in these pages are not only defining the current moment but shaping the years ahead.”

News Corp Australia’s managing director, national sales, Lou Barrett, said when Samsung approached Newsamp with the campaign idea, Vogue Australia was a stand-out brand to include to better cater towards the target audience.

“Showcasing the phone features in the context of fashion for the campaign provided the perfect framework to bring this partnership to life in an impactful way, whilst also delivering Samsung high level integration at scale,” Barrett said.

The campaign is targeted towards 18-29 year olds

CHEP Network’s head of media, Sydney, Catherine Shen, said: “The creation and execution of this campaign is testament to collaborative efforts of CHEP, Samsung, Vogue Australia and Newsamp. The Samsung Z Series Flip and Fold phones are unique and we needed to find a unique way to connect with consumers and showcase the phone features.

“Our goal is to spark curiosity, ignite a sense of adventure, and encourage participation in the flip side movement. Integrating within the world of fashion and Vogue Australia promises to fulfil that aspiration,” Shen added.

The multi-platform fashion content spans across print, digital and social. It will feature on news.com.au and the wider News Corp Australia network.

Credits:

Client: Samsung Electronics Australia
Head of marketing communications: Joanna Baxter
Marketing manager: Lilly Lloyd

Agency: CHEP Network
Chief executive officer: Lee Leggett
Chief media officer: Anna Cherry
Head of media: Catherine Shen
Client partner: Grace Vizor
Integrated planning lead: Steven Flood
Senior account director: Laura Eagleton

Publisher: News Corp Australia
Editorial director and publisher Vogue Australia: Edwina McCann
General manager of product and partnerships, The Australian and Prestige Titles: Zac Skulander
Magazine editor: Jake Millar
Executive editor Vogue Australia: Jessica Montague
Fashion and market editor Vogue Australia: Kaila Matthews
Director of digital strategy and e-commerce: Francesca Wallace
Executive general manager Newsamp: Renee Sycamore
General manager of sales NSW: Danny Lavell
Head of client solutions and strategy: Nathan Livingston
Group sales director: Daniel Macinante
Agency sales manager: Nathaniel Caires
Client solutions manager: Brittany Daniel

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