Samsung Galaxy: Cantopopera – Samsung thinks more different

With a single-minded objective and just one piece of branded content, smartphone brand Samsung got Apple loyalists in Hong Kong to consider switching from the brand they swear by.

Campaign details

Brand: Samsung GalaxyBrand owner: SamsungAgency: DDB Group Hong KongMarket: Hong KongSector: Mobile devicesMedia channels: Livestreaming, Online video, Social mediaBudget: Up to 500k

Executive summary

One brand's complacency is another's opportunity. Easier said than done when the brand being challenged is Apple's iPhone. With its cult-like following of loyal fans, and its closed-loop ecosystem, getting Apple followers to break up with Apple is not something one campaign can accomplish. However, as the saying goes, if you can show God bleed, people will cease to believe...

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