WE BEAT APPLE AT THEIR OWN GAME.

WE BEAT APPLE AT THEIR OWN GAME.

CHALLENGE

Apple had always been a beloved challenger brand with an undeniable emotional appeal to its consumer base and fans alike. Samsung was a much larger company, a global market leader in many regards, but by 2013, their smartphone sales and perception lagged well behind iPhone in the US market.

CHALLENGE

Apple had always been a beloved challenger brand with an undeniable emotional appeal to its consumer base and fans alike. Samsung was a much larger company, a global market leader in many regards, but by 2013, their smartphone sales and perception lagged well behind iPhone in the US market.

STRATEGY

Appeal to the rational–which they had always done–and introduce the emotional ingredient to shift perception and behavior. (Offer a superior product and embrace the challenger spirit.)

STRATEGY

Appeal to the rational–which they had always done–and introduce the emotional ingredient to shift perception and behavior. (Offer a superior product and embrace the challenger spirit.)

RESULTS

As soon as the new iPhone launched, Samsung S3 sales hit their all-time high.

RESULTS

As soon as the new iPhone launched, Samsung S3 sales hit their all-time high.

Uncharted Territory

The S3 became the first phone to outsell iPhone. Ever. After the S3 launch, Samsung’s S-series phones continued to outsell Apple for the next 4 years.

Uncharted Territory

The S3 became the first phone to outsell iPhone. Ever. After the S3 launch, Samsung’s S-series phones continued to outsell Apple for the next 4 years.

But wait. There’s more Samsung work.

Check it out here.

But wait. There’s more Samsung work.

Check it out here.

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