Gen Z consumes media and culture very differently. They’re a savvy audience with a distrust of the media. They use their phones primarily to beat boredom and prefer unexpected, ironic, sarcastic and relatable humour.

So how do we launch the Galaxy A Series to Gen Z in a culturally relevant way? Well, knowing Gen Z were becoming desensitized to all the inauthentic sponsored posts by influencers, we launched our phone by poking fun at the whole idea of #SponsoredPosts, with the Galaxy A Series at the heart of everything.