Three and Samsung joined forces to launch Samsung’s Galaxy Flip 4. Samsung’s brand strategy focused on connecting the product to Gen Z's trendsetters and style makers; alongside the 'Unfold Your World' tagline, it encouraged users to express themselves authentically. When connected with Three's Life Needs a Big Network brand position, which shows genuine mobile behaviour with real people, we knew we had to tap into an authentic culture that resonated through mobile devices via social media. 

We found the rebirth of RollerSkating. RollerSkating is in the middle of a GenZ renaissance, with one of its cultural hubs being London. So we reached out, connected to groups from around the capital, and asked them to join us in a well-known skate spot in East London to document their passion with the Galaxy Flip 4. We also invited Perri and Star Kiely, famous characters in the skate and dance community. When brought together, our crew boasted some serious social clout. 

The combination resulted in Three’s most popular social videos of 2022, racking up 14 million views and barrels of positive sentiment from all over the UK. Cementing our relationship with Samsung for future partnerships.