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 Galaxy Brand owner: Samsung Agency: DDB Group Hong Kong Market: Hong Kong Sector: Mobile devices Media channels: Livestreaming, Online video, Social media Budget: 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 no