Samsung New Zealand has enlisted a real estate agent named Tim Cook from Palmerston North to promote the Galaxy Z Fold 8, launching a targeted marketing campaign just as Apple announced its first folding device, the iPhone Duo, according to Forbes. The promotional video features the New Zealand resident speaking about the benefits of a dual-screen foldable phone, utilizing a minimalist white background aesthetic similar to Apple’s branding.
Marketing Strategy and Industry Context
The advertisement highlights the practical features of the Samsung Galaxy Z Fold 8, which was released in July. In the TikTok video, the real estate agent notes that the device offers a compact form factor for texting when folded and a larger display when unfolded, according to reporting by Forbes. This campaign coincides with the September 9 announcement of the iPhone Duo, Apple’s entry into the foldable phone market following the transition of former CEO Tim Cook to executive chairman on September 1 and the appointment of new CEO John Ternus, as reported by Tom’s Guide and Forbes. Bloomberg technology reporter Mark Gurman stated in his Power On newsletter, as cited by Forbes, that foldable devices are projected to become dominant commuting tools within a decade as users embrace larger pocket-sized displays that replace traditional laptops or tablets.
Historical Precedents of Rival Advertising
Samsung’s recent campaign follows a history of competitive marketing directed at Apple’s product line. According to Forbes, the company’s 2018 “Ingenius” campaign directly criticized features of the iPhone X, such as the notch and the exclusion of the headphone jack. Other competitors have also utilized comparative advertising, including a Google Pixel 10 teaser released the previous year that targeted Apple over delayed Siri artificial intelligence upgrades for the iPhone 16, as detailed by Forbes.
Addressing Consumer Hesitation
Alongside the celebrity-namesake campaign, Samsung released a separate advertising initiative on September 8 titled Switchers. According to Forbes, the project features clinical psychologist Orna Guralnik from the Showtime docuseries Couples Therapy assisting consumers in working through emotional reluctance when transitioning between different smartphone brands.