Samsung: Unfold your world

Unfold Your World was launched globally by smartphone brand Samsung to radically transform how its third and fourth-generation newest mobile devices, foldables, were marketed.

Consumer Insight

Unlike rational-minded Samsung buyers, Apple users buy by emotion, creative possibility, and "magic" — but they haven't been feeling these stirrings for a while in an increasingly stagnant smartphone category.

Summary of the marketing challenge, methodology, insight discovered, creative execution, and business impact.

Why weren't Apple users switching to Samsung? Android? Sure. The social suicide of the 'Samsung Stigma'? Undeniable. Seductively well-crafted Apple products? Duh. But we already knew this…

By leveraging the unconventional tools of behavioural science and personality studies of extreme fans in both camps, we uncovered something even more underlying and stubbornly true — Samsung...

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Insights Team
Bray Leino

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