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.

Most people, regardless of their tech experience, turn to online reviews and videos when researching phones.

And a huge portion of these searchers end up watching Youtube reviews.

It's also well established that tech bloggers and sites love sharing new discoveries and making thorough demonstration videos of new technology, so we wanted to harness their influence to amplify our message.

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.