|Title||SAMSUNG - ITEST|
|Product / Service||SAMSUNG OS|
|Category||A01. Consumer Goods|
|Entrant||TRIBAL 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|
|Brett Colliver||DDB New Zealand/Aotearoa||CD|
|Mike Felix||DDB New Zealand/Aotearoa||CD|
|Haydn Kerr||Tribal Worldwide NZ||ECD|
|Danillo Castilho||DDB Group Aotearoa New Zealand||Creative Experience Lead|
|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|
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.
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.
Hijack our biggest competitor’s devices and let people test drive a Samsung from the comfort of their iPhone.
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.
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.
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.