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News from Members Cheil | Centrade and Samsung Romania bring to light the most important Gen Z issues through a new #AlloutFactZ TikTok series

Cheil | Centrade and Samsung Romania bring to light the most important Gen Z issues through a new #AlloutFactZ TikTok series

by Cheil | Centrade October 5, 2023

Strategic communication and data intelligence consulting company Cheil | Centrade, the hub for Southeast Europe of the Korean network Cheil Worldwide, launches the #AlloutFactZ campaign, a Samsung project that brings to light the most important topics specific to Generation Z.

The #AlloutFactZ project, which debuted in July, complements Samsung's initiative to give Generation Z youth a voice and encourage them to share their experiences. The first six episodes of the series cover some of the most essential subjects in teenage life, such as generational differences, self-image, and interactions with people around you. The episodes are available on Samsung Romania's TikTok channel, where they have received over 8 million views.

The #AlloutFactz project is "a fun show about serious things" that mixes understanding of current concerns in young people's life with TikTok-specific entertainment. The series' premise is based on the well-known Never Have I Ever (Am/N-am) game, in which participants must honestly answer actual questions using I Have (Am) or I Haven't (N-am).

In the first episodes, Drăcea, as the host of the show, challenged the two guests, Olivia Addams and Bogdan Techeș, to an honest discussion about what it means to be Gen Z-er. The outcome? Lots of introspection, unexpected answers, funny moments and #Allout revelations.

" Generation Z is very important to the Samsung brand because it is a generation open to innovation, eager to assimilate new things and make themselves noticed. It is the loud & proud generation that we have as a model when we make brave content and that inspires us to talk about mental health and real connections. We launched this campaign under the #Allout platform as part of our strategy to reach out to young people and really inspire them to express their emotions and be themselves. The success of the campaign shows us once again that Romania needs more content on this sensitive topic, but also that the digital environment is ideal for promoting messages of encouragement.”, says Simona Panait, Head of Marketing, Samsung Electronics Romania & Bulgaria.

There isn't much discussion about social anxiety, genuine connections, or how complicated intergenerational communication can be - and this is where the concept for Allout FactZ arose. As a member of Generation Z, I'm thrilled that we were able to bring these important themes to TikTok, where the conversation can become lively and engaged. Congratulations to the Cheil | Centrade and Samsung teams, as well as Drăcea, Bogdan Techeş, and Olivia Addams - you guys are fantastic!”, adds Iarina Comănescu, Copywriter, Cheil | Centrade.

#AlloutFactZ is part of the #Allout communication platform and is based on Samsung's commitment to be with Generation Z in the most accessed digital spaces, offering them relevant and authentic content.

Samsung Romania team:

  • Simona Panait - Head of Marketing Division, Samsung Electronics România & Bulgaria
  • Sabina Știrb – Communications & CC Manager, Samsung Electronics România
  • Sara Cristina Elsheikh – PR Specialist, Samsung Electronics România
  • Raluca Alexe – Social Media Specialist, Samsung Electronics România

Cheil | Centrade team:

  • Mihai Gongu - Executive Creative Director
  • Simona Costea - Global Business Leader
  • Monica Garbur – Head of A/V Production
  • Camelia Cucu – Sr. Digital Account Manager
  • Denisa Armașu – Group Creative Director
  • Ana Constantin – Art Director
  • Iarina Comănescu – Copywriter
  • Petruța Ciuică – Digital Strategy Head
  • Gabriela Ursu – Social Media Manager
  • Cristiana Iordache – Social Media Coordinator
  • Alina Iamandi – Account Manager
  • Alina Miu - Account Manager

Samsung Electronics Co., inspires people and creates the future through technology and ideas. The company is redefining the world of televisions, smartphones, wearables, tablets, digital home appliances, network and memory systems, and professional displays.

Strategic communication consulting and data intelligence company, Cheil | Centrade, is one of the largest integrated communications companies in Romania and a regional hub for the Korean Cheil network in Southeast Europe, coordinating Samsung's communication and creation strategy. The Cheil | Centrade portfolio includes PROFI Romania, Hochland România, First Bank, ENGIE Romania, NN Romania, Carrefour Romania, Alpin 57, Mondelez, Raiffeisen Bank, Point Pickup, ANAIS Association, and United Way.

Since 2018, Cheil | Centrade Bucharest has launched the Digital Intelligence and Analytics (DIA) division, a unique data intelligence service center that serves several markets from Europe. Established in 2022, the Digital Media division completes the mix of services that the agency offers to its clients, also benefiting from the advantage of its own digital service and data analysis center. DIA and Digital Media divisions work together to offer clients tailored digital solutions, using the expertise of professionals and the latest analytical tools in the digital area.

In 2023, Cheil | Centrade won a Silver trophy at the IAB Mixx Awards Europe for the Samsung #22EpicNights campaign, a nomination for the Kozel brand launch campaign in Romania, a Silver and two Bronze trophies at the Effie Awards, a Gold trophy, two Silver and a trophy of Bronze at the White Square Festival, but also a Bronze trophy at Top ADC*RO 2023. In 2022, Cheil | Centrade earned its first Silver at Europe Silver Awards and the first Romanian Grand Prix at the IAB Mixx Awards Europe with the “Guilt Gifts Puppetry” campaign for the ANAIS Association, as well as Gold, Silver and two Bronze trophies at the Effie Awards, two Crystal trophies at MAD Stars Awards, and seven medals at Webstock Awards.


Măcrina Vendlinger

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