SAMSUNG - ITEST

Bronze Spike

Case Film

Presentation Image

TitleSAMSUNG - ITEST
BrandSAMSUNG
Product / ServiceSAMSUNG OS
CategoryB08. Use of Mobile & Devices
EntrantTRIBAL AOTEAROA Auckland, NEW ZEALAND
Idea Creation TRIBAL AOTEAROA Auckland, NEW ZEALAND
Media Placement STARCOM Auckland, NEW ZEALAND
PR MANGO COMMUNICATIONS Auckland, NEW ZEALAND
Production TRIBAL AOTEAROA Auckland, NEW ZEALAND
Post Production TRIBAL AOTEAROA Auckland, NEW ZEALAND

Credits

Name Company Position
Freddie Coltart DDB New Zealand/Aotearoa Creative Director
Brett Colliver DDB New Zealand/Aotearoa CD
Mike Felix DDB New Zealand/Aotearoa CD
Matt Williams DDB New Zealand/Aotearoa Creative Director
Gary Steele DDB New Zealand/Aotearoa Executive Creative Director
Haydn Kerr Tribal Worldwide NZ ECD
Danillo Castilho DDB Group Aotearoa New Zealand Creative Experience Lead
Damon Stapleton DDB New Zealand/Aotearoa Chief Creative Officer
Dan Cummings DDB Group Aotearoa New Zealand DOP & Editor
Johannes Gertz DDB Group Aotearoa New Zealand Head of Digital Delivery
Trent Hall DDB Group Aotearoa New Zealand Content Creator
Dean Pomfrett DDB Group Aotearoa New Zealand Head of Digital Design
Tom Reed DDB Group Aotearoa New Zealand Digital Designer
Damon Stapleton DDB Aotearoa/New Zealand Chief Creative Officer
Gary Steele DDB New Zealand/Aotearoa Executive Creative Director
James Blair Tribal/ DDB Group Aotearoa New Zealand Managing Director – Tribal
Georgia Kerr Tribal/ DDB Group Aotearoa New Zealand Business Director
Jason Vertongen DDB Group Aotearoa New Zealand Head of Design
Ash Cook DDB Group Aotearoa New Zealand Interactive Designer
Simon Betton DDB Group Aotearoa New Zealand Technical Lead
Kelly Rosnell Starcom Business Director
Briar Barrett-Boyes Mango Communications Aotearoa New Zealand Account Executive
John Alexander Samsung New Zealand Marketing Manager
Simon Smith Samsung New Zealand Head of Corporate Comms
Minna Reinikkala Samsung New Zealand Head of IM Marketing

Why is this work relevant for Media?

We turned our biggest rival’s device into a platform to showcase ourselves. Alongside that we ran a highly targeted campaign that spoke to iPhone users at the times they were most likely to be considering switching, such as inside phone stores, and when searching for phones online. All social and digital advertising was delivered exclusively to iPhone users.

Background

The Apple ecosystem is a fortress. It’s hard for brands to get in... and even harder to get users out. One of the biggest barriers to getting people to even consider switching to Samsung is that they’re worried they won’t know how to use the android operating system. They fear it’s too foreign and they’ll be lost.

Describe the creative idea / insights (30% of vote)

Hijack our biggest competitor’s devices and let people test drive a Samsung from the comfort of their iPhone.

Describe the strategy (20% of vote)

For years android has had the reputation of being more complicated than iOS. People have always talked about android giving users a lot of freedom to customise their phone, but this has come at a cost, because now people assume they need technical expertise to use it. In reality, it’s very intuitive. And there’s actually a lot of similarities to iOS, so it’s very easy to switch. But we knew people needed to experience that for themselves to believe it. We also knew that trying it in a store when there’s a salesperson hovering over your shoulder isn’t a good way to be convinced. So we wanted put it in people’s hands where they feel most comfortable: on their current device.

Describe the execution (20% of vote)

Samsung iTest is designed to be fun, informational, and of course, just a little cheeky. Our approach to iTest’s UX was to treat it like an open world exploration. After all, a phone isn’t a linear journey, so no matter what you tap, you’ll discover a myriad of features - and be entertained. Everything from messages to themes, and even a fully playable game, can be explored. A guided tour also shows off some of Samsung’s best features. This tour is done via text messages that give helpful suggestions. Naturally, all this had to be built as a web app to avoid the App Store. The experience is advertised through a mix of channels, with particular focus on reaching people who are considering a new phone. These include ads in and around phone stores, and online messages that talk to iPhone users who are searching for information about new devices.

List the results (30% of vote)

Over 10 million iPhone users have test driven a Samsung through the experience. Switching numbers have increased but unfortunately the specific numbers have to remain confidential.

Links

Website URL