Try Galaxy Fold Experience

How do you give the Galaxy Foldables experience to users who only own standard smartphones? Samsung’s in-store experiences weren’t enough to reach the number of people interested in foldables, especially in regions where retail access was limited. What began as a UAE-first idea soon evolved into a global breakthrough: a foldable demo solution that doesn’t require a foldable phone.

First Opportunity:

The average UAE resident owns two phones — with 228.3 mobile connections per 100 people. That insight opened a creative door. If people couldn’t visit a store to try the Galaxy Z Fold, we could bring the experience to them, by letting them create a foldable using their two existing phones.

Second Opportunity:

With the launch of the Try Galaxy web app, which lets iPhone users experience the Galaxy Android interface on their own devices, we saw an opportunity to scale the Fold experience beyond the UAE. For the first time, it was possible to integrate a Galaxy Z Fold simulation into a global platform. iPhone users were curious, but they weren’t going out of their way to try a foldable in-store. So we brought the experience to them, letting users test the Galaxy Z Fold directly on their iPhones, wherever they were.

With both opportunities in play, we launched the world’s first remote Galaxy Z Fold experience; a web-based simulation powered by WebRTC’s ultra-low latency, real-time device detection, and adaptive screen-syncing.

Users simply placed two phones side-by-side, instantly turning them into a functioning Galaxy Z Fold. No app downloads, no in-store visits, just two phones and a seamless, high-fidelity folding experience that worked from home, at work, or anywhere in between.

After six months of R&D and UX innovation, the Fold Experience rolled out globally, redefining how product trials are done in the age of mobile.

In just five months, the Fold Experience proved how digital innovation can transform product trial at scale, turning curiosity into engagement, and engagement into brand love. What started as a workaround became a creative tech solution that redefined how foldables are experienced, discussed, and ultimately considered, all without ever touching the actual device.

Impact Highlights

• 10.6M+ installations in just 5 months (Aug–Dec 2023)
• 116 sec average session time — 4.8x higher than standard retail experience apps
• 47% purchase consideration
• 75%+ positive brand perception
• 10.7pt boost in 'Proud to Own' among Galaxy users