Samsung Welcome to Foldables Global DOOH Campaign | Galaxy Z8

Bring Your Next Technology OOH Campaign to Life With BM Outdoor

Technology launches become more powerful when the physical media format helps audiences experience the scale, design and personality of the product. BM Outdoor can help brands plan billboard, DOOH, special-build and high-impact outdoor campaigns designed around major product launches and key urban audiences.

From landmark digital screens to custom installations and citywide media networks, OOH can transform a product introduction into a public experience.

Samsung Launches “Welcome to Foldables” Around the World

Samsung Electronics has launched a new digital out-of-home campaign titled “Welcome to Foldables”, celebrating eight generations of innovation in the foldable smartphone category.

The campaign, launched through Cheil Australia, has taken over major locations in Sydney and Melbourne while also appearing across prominent international landmarks in cities including New York, London, Tokyo and Seoul.

At the center of the campaign is Samsung’s latest Galaxy Z8 series, including the Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8.

The creative reflects both Samsung’s history in the category and the growing competition around foldable devices. Rather than treating foldables as an experimental format, “Welcome to Foldables” presents them as an established part of the modern smartphone market.

Eight Generations of Foldable Development

Samsung helped establish the modern foldable smartphone category in 2019. Since then, the market has developed into a much broader arena in which multiple global mobile brands now compete.

Samsung uses this moment to emphasize the progression that has taken place across eight generations of devices.

Foldables have gradually become thinner, lighter and more practical while continuing to improve areas including durability, multitasking, camera performance and software optimization.

The campaign therefore works as more than a traditional product launch. It positions the Galaxy Z8 series as the latest stage in a longer engineering story.

Why “Welcome to Foldables” Works as a Category Message

The wording of the campaign is important.

Instead of simply introducing another foldable smartphone, Samsung effectively welcomes audiences into a category that has expanded considerably since the company introduced its first generation of foldable devices.

That gives the campaign two messages at the same time.

For consumers, it is an invitation to explore a growing range of foldable products. For the broader market, it is a reminder that Samsung has been developing devices in the category across multiple generations.

This allows the campaign to communicate product innovation without relying entirely on technical specifications.

Large-Scale DOOH Turns Product Design Into Spectacle

Foldable smartphones are particularly suited to large-format digital advertising because movement and transformation are fundamental parts of the product experience.

Large digital screens allow Samsung to exaggerate the scale of the devices while highlighting their thin profiles, folding mechanisms and industrial design.

This is especially effective in landmark media environments where audiences are already accustomed to seeing high-impact creative executions.

From Sydney and Melbourne to Global Landmark Screens

In Australia, the campaign includes prominent media placements across Broadway and George Street in Sydney and the Emporium in Melbourne.

Samsung has also developed two special OOH builds at Pyrmont Bridge in Sydney and Melbourne Central, using physical installations to reinforce the idea that the new foldable range offers different devices for different users.

The international rollout expands the concept considerably.

The campaign has appeared across major global locations including Times Square in New York, Piccadilly Circus and Outernet in London, Shibuya Station in Tokyo, and COEX K-POP LIVE and KT Square in Seoul.

Using recognizable media landmarks gives the campaign a sense of scale that would be difficult to achieve through isolated product advertisements.

OOH as a Demonstration of Product Choice

Samsung is not promoting a single foldable configuration.

The Galaxy Z8 lineup includes different form factors, allowing the campaign to show how foldable technology can serve different preferences and everyday behaviors.

This becomes especially clear in the special-build executions, where multiple devices can be presented together rather than reduced to one static product image.

For technology brands planning a product launch, BM Outdoor can help develop OOH and DOOH plans that combine premium locations, high-impact screens and custom executions around the way the product is actually meant to be experienced.

Making Foldables Feel Like an Established Everyday Category

One of the most important ideas behind the campaign is that foldable devices are no longer being presented purely as futuristic technology.

Samsung describes the format as an increasingly intuitive everyday companion, supported by years of refinement across hardware and software.

That distinction matters for the creative strategy.

Rather than concentrating exclusively on novelty, the campaign communicates confidence. The fold itself remains visually distinctive, but the message increasingly centers on maturity, choice and everyday usability.

Why the Physical Locations Matter

The locations selected for “Welcome to Foldables” help communicate Samsung’s ambition for the category.

Times Square, Piccadilly Circus, Shibuya Station and major Seoul digital landmarks are internationally recognizable advertising environments. Their scale makes them natural platforms for products designed to represent technological progress.

Meanwhile, the Australian executions add another layer by combining major screens with more tactile special-build formats.

Together, these placements allow the campaign to move between global spectacle and closer product interaction.

What Brands Can Learn From Samsung’s OOH Strategy

• Use the medium to reinforce the product. Large digital screens are well suited to showing the movement and transformation associated with foldable devices.
• Combine landmark media with local executions. Global screens create scale while special builds make the campaign feel more tangible.
• Tell a category story, not only a product story. Samsung connects the Galaxy Z8 launch with eight generations of development.
• Let different formats play different roles. DOOH creates spectacle, while retail environments and special builds can showcase product variety more directly.
• Use geographic scale as part of the message. A campaign appearing simultaneously across major international cities can visually reinforce the idea of a global product category.

The Takeaway for Technology OOH

“Welcome to Foldables” demonstrates how technology advertising can move beyond specifications and use OOH to communicate confidence in an entire product category.

Samsung combines landmark DOOH, retail media and special builds to create a campaign that feels appropriately large for a technology platform developed across eight generations.

The physical media also gives audiences an opportunity to encounter foldable technology at a scale that a traditional digital advertisement cannot reproduce.

Make Your Next Product Launch Stand Out With BM Outdoor

A major technology launch needs media that can match the scale of the product story. BM Outdoor can help turn your campaign into a high-impact OOH experience through billboards, DOOH, premium urban placements and custom outdoor executions designed around your audience and launch objectives.