Apple rule the smartphone world. Everyone has iPhones. Everyone loves iPhones.

And Samsung have always been left playing catchup, trying to find new ways to get iPhone users to switch over to Samsung.

So, what made Apple so wildly popular? It's because they've always been so… different. They warned us about the dangers of conformity. They gave us innovative products that made us different. But now, we live in a world where almost every single hand has an iPhone in it. The thing created to make us different is now making us all the same. It’s 1984 all over again.

So, Samsung launched their most unique phone to date, the Galaxy Z Flip5, with a campaign about thinking different, inspired by Apple. A campaign that invited people to think different once again by making the switch to Samsung.

See more here: https://ourwork.agency/samsung/think-different

By using Apple’s strategy against them, we gained significantly different results for Samsung.

Our campaign contributed to an 11.4% increase in premium market share.

And for the first time ever, since entering the New Zealand market in 2006, Samsung overtook Apple.

In this campaign Samsung took on Apple, challenging people to think different about their choice in smartphones, and Samsung came out on top.