We come up with all kinds of excuses for not going with the thing we know we really want. But once the seed of desire has been planted, there’s no getting it back out. We wanted to encourage people to indulge their desire for the shiny new Samsung device and flip sides, moving away from the ever-less exciting world of the iPhone.

Getting people to switch smartphone brands is tough. We use them all day everyday and their operating systems feel like second nature to us.

Many people rationally know they want to switch to Samsung, but there are still huge emotional and social barriers when it comes to taking the plunge. Rather than gloss over these barriers, we wanted to tackle them head on (with a good deal of self-awareness).

After all, changing people’s perceptions starts with doing something they wouldn’t expect from you.

There is something truly magical about the first time you see a Galaxy Z Flip4 in the flesh.

Time and again, we’ve seen the spell these devices cast on people the first time they meet one.

Our campaign is a dramatic film, centred around this phenomenon.

Its protagonist, Elena, is an everyday smartphone user who becomes mesmerised by the unique movement of her friend’s brand new Z Flip4.

As she desperately tries to put it out of her mind, determined not to switch from her existing device, everything appears to take on the Samsung’s form as the world folds and flips around her.

The more she resists, the more extreme these visual reminders become, before finally she surrenders to the inevitable: trading in her phone for the irresistible Z Flip4.

Join The Flip Side has proved to be an exceptionally successful campaign in terms of driving brand reappraisal and, critically, switching into one of the higher-value and more profitable SKUs offered by Samsung.

In a business of tight competition and fine margins of advantage, Samsung naturally guards its global effectiveness data very closely. However, we are able to share some highlights of its performance in the UK through data that has already been made public.

It achieved the highest ever Creative Power score during link testing.

The campaign achieved 80% campaign recall (+20% above average).

The switching rate into the Z Flip series is 3.5x that of non-folding devices.