Hacking your competition
Your rival's strength can be your asset. Samsung knew that if they could convince iPhone users that Android was the superior operating system, they'd get some of them to switch. The challenge was how...
Samsung launched a global campaign to show iPhone users the merits of Android. Many iPhone users didn’t consider switching because they assumed Android would be too difficult and different to what they are used to. So Samsung created an interactive tutorial and a web app to allow users to try out a Samsung on their iPhone, and sent invites to key tech bloggers that looked like Apple event invites. The campaign resulted in reaching over 12 million iPhone users, a 10% increase in iPhone to Samsung switching rates, millions of views and Samsung reclaimed the top spot for phone shipments in 2021.
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The work
