|Title||SAMSUNG - ITEST|
|Product / Service||SAMSUNG OS|
|Category||C03. Co-Creation & User Generated Content|
|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|
The tech world thrives on share-able ideas. A small portion of the world love being first to discover new tech and race to share it with as many people as possible. So, by harnessing the power of the Apple vs Samsung "war" in a way that was fun but also highly informative, we were able to use a small group of passionate tech influencers to reach a broad spectrum of everyday people.
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.
Tech influencers love sharing new discoveries. They're also known for making extremely thorough demonstration videos of new technology, which we knew would amplify our message. iTest was in the sweet spot of being something fun, cheeky and entertaining, but also deep enough for them to create in-depth content. On average, each Youtube demonstration was 6.5 minutes devoted to showcasing Samsung's OS via iTest.
A handful of these vloggers were recruited via direct invites (eg. Unbox Therapy), but most (over 90%) were completely organic. And these videos are still popping up almost a year later as people continue to discover Samsung iTest, which is an unusually long tail for a tech based story.
iTest has been covered and shared by influencers at all levels, from the likes of Unbox Therapy (18M subs) and MacRumours (443K subs) right down to micro influencers. On average, each Youtube demonstration was 6.5 minutes devoted to showcasing Samsung's OS via iTest. So far this has resulted in over 10 million iPhone users test driving a Samsung via iTest.