Samsung runs outdoor ads for new foldable phones

By Baek Byung-yeul

Samsung Electronics is heralding that its next-generation foldable smartphones will be unveiled on August 10 as the company said Sunday that it began running digital signage advertisements about the Galaxy Unpacked event at landmark cities around the world with ads appearing at Times Square in New York, Piccadilly Circus in London, Tai Koo Li in Chengdu, China, CentralWorld in Bangkok, Thailand, Milan's Duomo square in Italy and Callao Square in Madrid, Spain.

“This advertisement shows that Galaxy foldable products are changing the way people use mobile devices beyond just a new form factor. It also shows people can work, enjoy and have new experiences capturing important moments in their lives through new products, which overcome the existing limitations of smartphones,” Samsung said.

Samsung is scheduled to hold the Galaxy Unpacked 2022 event on August 10. At the same time, the company will begin running pop-up stores in New York and London to let more people try out its new gadgets until August 31.

Though the company didn't officially mention which products will be introduced, the industry view is that the company will unveil the Galaxy Z Fold 4 and the Galaxy Z Flip 4 foldable smartphones. Hardware-wise, the two devices are expected to be much more advanced than their predecessors.

Stephanie Choi, executive vice president and head of marketing at the company's MX division, said Galaxy fans can see the company's vision and philosophy in mobile innovation at the event.

“As the world opens up to new experiences, we are reimagining Unpacked through the lens of our Galaxy openness philosophy to match the creativity of our unparalleled new foldables. Our ambition is not just to innovate new technologies but also to innovate our marketing approach. To accomplish this, we will ensure that the Galaxy experience is open to everyone,” she said via the company's newsroom.