Results and Effectiveness

In 2 weeks, 17 million impressions that searched for iPhone5 also saw SIII. We successfully diverted 80,000 people from iPhone5 to re-consider the SIII. • Search interest for SIII increased by 75% in the month of iPhone5’s debut. • YouTube click-through-rate doubled the industry benchmarks. • CNET Keyword targeting click-through-rate was 6 times higher than the category relevance. Through diverting consumer’s attention to SIII, we got them to re-consider their purchase, ensuring sales of SIII were maintained throughout a key period in the smartphone battleground. By end 2012, Samsung went on to clinch number 1 smartphone market share in Singapore.

Creative Execution

The ambush covered multiple key digital spaces and timely executed. We ambushed people on: Google: Search interest for iPhone shoots up tremendously every time a new model is launched. We rode on the spike by placing ads aimed at people who searched for iPhone 5-related keywords, such as ‘iphone5 vs SIII’. YouTube: This was the go to site for people hungry for iPhone5 related videos. We placed our ads prominently on YouTube, ensuring anybody who launched a video on YouTube would see SIII message first. CNET: The no. 1 tech expert site is flooded with iPhone articles each time Apple launches a phone. We simply placed SIII banner ads alongside all reviews and articles relating to iPhone5. iPhones users: A full-day mobile ad buy-out targeted at Apple iOS ensured all iPhone users on the day of iPhone5 launch would see SIII when they opened any application on their iPhones.

Insights, Strategy and the Idea

There exists a captive pool of prospects who held out during the GALAXY SIII launch, in anticipation of iPhone5. Our objective is to infiltrate SIII’s presence into the minds of these undecided people. Our strategy was to ambush wherever and whenever people are searching and talking about iPhone5. We zoomed into the digital space where the consumer path to purchase begins and where information searching was most intensed. The 3 common ways are doing online searches, watching product videos and reading reviews by tech experts. We crafted our strategy to hijack people’s attention on these fronts on the first day of iPhone5 launch and for 2 weeks thereafter. We also hit on existing iPhone users by showing them SIII advertisements directed to handsets running on Apple iOS. The attention grabbed was directed to Samsung’s website detailing the features of SIII, thus enticing people to reconsider their decision to purchase iPhone5.