Check out Samsung’s unique marketing campaign for the Galaxy Fold

The Galaxy Fold is a unique device in the true sense of the word. Samsung has never made a device like this before and there’s nothing on the market right now that can really hold a candle to it. Samsung is celebrating the uniqueness of the Galaxy Fold with an equally unique marketing campaign.

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.

Galaxy Fold marketing campaign makes an emotional connection

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.

Galaxy Fold

• Model: SM-F900F
• Dimensions: Unfolded: 160.9 x 117.9 x 6.9 mm Folded: 160.9 x 62.9 x 15.5 mm
• Display: 7,3" (185.4mm) Super AMOLED
• CPU: Qualcomm Snapdragon 855
• Camera: 16 MP, CMOS F2.2 & 12MP, CMOS F1.5/F2.4Wide & 12MP, CMOS F2.4 Telephoto

More specifications