Samsung: Unfold Your World – Growing Samsung Foldables in an Apple-centric America

Samsung, a tech brand, encouraged Apple users around the world to switch to its Android Foldable phone by reframing the phone and its marketing to appeal to more promotion-focused Apple fans.

Campaign details

Brand: Samsung Brand owner: Samsung Entrant company: Samsung, South KoreaIdea creation: Ogilvy New York Market: North America (general region) Sector: Mobile devices Media channels: Online display, Online video, Social media, Outdoor, Out-of-home Budget: Over 20 million

Executive summary

Why weren’t Apple users switching to Samsung?

The unfamiliar Android system? Sure.

The socially-suicidal ‘Green Bubble’? Definitely.

Californian-cool products everyone you know loves vs geeky Korean folding devices you’ve never seen IRL? Absolutely.

But we got...

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