Samsung: Think more different

Samsung, a technology brand, increased consideration of its brand among Apple users in Hong Kong by fusing different styles of music in a livestreamed jam performance.

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.

Campaign Strategy


Global player. Local challenger.


Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands