Order the just-launched Galaxy Fold7, Flip7, or Watch8 Classic – New deal Galaxy S25 Ultra
Last updated: April 15th, 2019 at 18:34 UTC+02:00
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The first video that it posted today is of a powerfully-crafted dance performance created by Amy Gardner, a world-renowned choreographer. The company challenged itself to create a marketing campaign which it felt was on par with this product.
Samsung finally unveiled the Galaxy Fold to the world today outside of carefully curated press images and videos. Media outlets were finally able to get their hands on the device. As such, our Galaxy Fold hands-on is also up now. Do give it a read and find out more about our first impressions of the device (hint: we loved it).
Pre-orders for the Galaxy Fold are live in the United States where the device will be released on April 26. According to reports, more than 10,000 pre-orders have been placed for the device. That's an impressive number considering the fact that this smartphone costs $2,000.
The first marketing film for the Galaxy Fold follows a dancer “as she breaks free from rigidity and physical constraints. She moves through a period of self-exploration and into a state of self-realization that manifests in a powerful dance sequence.” That's how Samsung describes it.
You get to see the Galaxy Fold towards the end, clasped in the dancer's hand. It's set to a modern reinterpretation of ‘Tom’s Diner’ from famed artist Santigold. Samsung's choice of music for recent videos has been top-notch. We particularly liked the choice of Que Sera Sera for the marketing video that showed its vision of the future.
Pio Schunker of Samsung's global marketing team said that the company did not rely on a “traditional” launch idea which normally focuses on communicating product features. The idea was to effectively communicate with its target audience emotionally. It's befitting for a category-changing device.
Adnan Farooqui is a long-term writer at SamMobile. Based in Pakistan, his interests include technology, finance, Swiss watches and Formula 1. His tendency to write long posts betrays his inclination to being a man of few words.
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