The Summary Statement
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 make God bleed, people will cease to believe in him. This case is about how Samsung, with an extremely single-minded objective, and one piece of branded content, got Apple loyalists to question the brand they swear by.
Global player. Local challenger.