DDB NEW ZEALAND, Auckland / SAMSUNG / 2022

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Why is this work relevant for PR?

Re: What’s this iTest thing???

Hey team,

You would have seen the headlines by now.

Unfortunately, the world of technology thrives on shareable ideas and our community loves being the first to discover new tech and race to share it with as many people as possible.

So, by harnessing the power of the Apple vs Samsung "war" in a way that is frustratingly fun but also highly informative, Samsung has been able to use a small group of passionate tech influencers and journalists to reach a broad spectrum of everyday people.

Samara, Apple R&D team

-Sent from my iPhone


Re:Re: What’s this iTest thing???

Did some digging,

As you know, many iPhone users don’t consider switching because they assume android will be too different/difficult to what they’re used to. (And our beautiful walled garden keeps them looking elsewhere)

So, Samsung needed to get creative to show iPhone users the merits of Android...

They also needed a smart PR strategy that leveraged the way the tech community loves to create its own content.

Hopefully this will just blow over

Lin, Apple Asia

-Sent from my iPhone

Describe the creative idea

Re:Re:Re:Re: What’s this iTest thing???

So let me get this straight. Our biggest rival is using our mobile device to sell theirs??

They are leveraging the Apple vs Samsung "war" the press is just going to love this.

AND they’re not just targeting iPhone users - they’re also targeting the Apple tech community that loves creating content around new innovation and tech news.

There goes my long lunch.

Craig, Apple HQ

-Sent from my iPhone

Describe the PR strategy

Re:Re:Re:Re: What’s this iTest thing???

Hey Craig, team,

Yes they've fuelled the spread with a series of cheeky invites to key tech bloggers which looked like Apple event invites.

As you know, the tech community lives on shareable ideas and love making extremely thorough demonstration videos of new technology. It seems like this iTest thing is the sweet spot of being something fun, cheeky and entertaining, but also deep enough for bloggers to create frustratingly in-depth content about the experience.

Our own community has let them into our walled garden!

Krinesh, Apple HQ

-Sent from my iPhone

Describe the PR execution

Re:Re:Re:Re:Re What’s this iTest thing???

Buenas tardes Apple team,

It looks like iTest launched April 9th 2021. Mac Rumours picked it up shortly after that and it spread across the internet.

There are also thousands of walk-throughs of the experience across Youtube and Tiktok that the Apple and tech journalists have been posting and sharing.

The average time for these videos is over 6 minutes!

Oh and seeing the success it has had Samsung global has had now created different versions for other markets including Nordic, US, UK , Europe, India and Australia.

I'm supposed to be going on holiday tomorrow.

Martina, Apple South America

-Sent from my iPhone

List the results

Re:Re:Re:Re:Re:Re: What’s this iTest thing????

Sorry guys it just keeps coming.

Over 12 million iPhone users have test driven a Samsung through the experience so far.

And millions more have seen the experience through the thousands of demos of iTest that tech-bloggers/journalists and micro-influencers have posted on platforms like Youtube and TikTok. And it seems to be Apple's own press that has shared it.

Thanks a lot Mar Rumours!

As Martina mentioned Samsung has had now created different versions for other markets including Nordic, US, UK , Europe, India and Australia.

NZ- where the campaign has originated - has seen iPhone to Samsung switching rates increase by 10%

Oh and one more thing…

Samsung has retaken the top spot for phone shipments in 2021.

David, Apple Helpdesk

-Sent from my Samsung

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