An ongoing social listening revealed the success around the new “anti-Apple” video from Samsung. This spot showcases an Apple fan who, after 10 years struggling with iPhones, finally chooses the latest Galaxy. This ad generated lots of conversations in PR/social,like the previous anti-Apple ads Samsung has released in the years. Yet,this spot also reflects how poor the smartphone market is, monopolized between two brands since almost a decade. This time, Motorola decided to answer directly to Samsung and hack the traditional ‘AppleVSSamsung’ debate. Motorola created the “true” end of the Samsung spot to introduce a real innovation, the moto Z and moto mods.The video picks up where Samsung left off, showing the guy going home to show off with his new Samsung Galaxy Note 8.But, again,he’s too late: his girlfriend has opted for the moto z2 play and its projector mod, which allows people to project video onto any surface.

Less than two weeks after the release of the Samsung spot and with only 35K€ of production budget, Motorola cast look-a-likes and shot a short digital video to continue the story of the Samsung spot. Motorola published it on Twitter, responding directly to Samsung by tagging them on the video. Like Samsung, Motorola also posted it on Youtube and Facebook. Finally, the video was sent to all media and some influencers who wrote about the initial anti-Apple video, and to other international tech blogs and general publishers to create as much noise as possible.

Tier 1: Media Outputs - coverage depth (quality/quantity), tone and message delivery, purchase intent (survey) 

Tier 2: Target Audience Outcomes - measurable changes in awareness, comprehension, perceptions/attitudes/ 

Opinions, and target behaviours/actions/responses achieved 

Tier 3: Business Outcomes – campaign's measurable effect on sales/revenues/profits, market share, stock valuation, brand equity, reputation scores and other traditional marketing and business metrics

The video got a really strong media coverage, with more than 241 publications globally and locally for a total of 171 million of impressions. In total, earned and owned, Motorola’s campaign collected more than 14 million views. Indeed, many global and local influencers reposted and commented the video on their own channels. Organically, the video had 20 million of impressions with a total views number of 9 million across Youtube, Twitter and Facebook channels. The ad generated more than 570K reactions (like, comment and share) on social and the 90% completion rate showed that people were very interested into the video, often watched it twice. The tone was overall very positive: both media influencers and users praised the boldness of Motorola, who dared to make fun of Samsung and Apple in a very cheeky and light hearted way. People loved how brands responded to each other on social, hopping for another smartphone manufacturer to produce a sequel. But only Motorola dared to do it.