In 2011, the mobile phone market consisted of iPhones and everybody else with Apple considered the de facto leader in technology even though their sluggish product cycle meant less innovation, less often.

So how could Samsung become the leader of the opposition, making it a 2-horse race at the top of the mobile phone market? By challenging the blind allegiance of Apple’s most-die-hard fans - fanboys. - de-positioning Apple as an innovator and leader to neutralise their perceived brand advantage, and creating a binary 'Samsung or Apple?' conversation in the smartphone space.

By being the challenger, we invited comparisons to Apple and elevated Samsung above the heap of other Android handsets.

Nobody thinks they know more about mobile phones than Apple Fanboys. They spend hours in line blindly waiting in line for the next big thing in mobile phones, excited to flaunt their “superiority” once they have it. So who better to gush about a phone’s technological prowess and lust after its design? Too bad the next big thing isn’t the phone they’re in line for it’s the Samsung Galaxy S II.This campaign launched with a sixty-second film of fanboys around the country waiting for the next big thing only to discover it’s actually the Samsung Galaxy II. Their doubts and insecurities continued with each subsequent thirty second execution, highlighting the functional superiority of the GSII and reinforcing Samsung as the innovation leader.

Facebook, YouTube, Twitter were all used to house and augment the passionate debate between a growing number of Samsung fans and fanboys.

The Next Big Thing campaign fostered a market perception of binary leadership between Samsung and Apple as the leading innovators in the mobile space, effectively moving the conversation from comparing iPhone to Android to comparing iPhone to the Samsung Galaxy S II.During the period of the campaign, the Samsung Galaxy S II was the most discussed mobile phone among all Android phones. The Samsung Galaxy S II product was also the phone most compared to the iPhone 4S among any of the competitive devices.The campaign has spurred unprecedented growth in Samsung’s social channels. Total Facebook fans have increased by 700% since the launch of the campaign, with the Samsung mobile YouTube channel also receiving 10m impressions above average during the campaign. Overall, the Next Big Thing Campaign has been very successful in improving the overall brand image of Samsung while also depositioning Apple.