Is there nothing more fierce in modern marketing than a person’s loyalty to their smartphone brand?
Samsung knows it’s particularly true of arch rival Apple users’ blind allegiance to its iPhone.
However, the Korean tech giant is once again trying to cajole Apple users over to the merits of its foldable smartphones which, after a few false starts, are starting to win in market share.
A new Samsung campaign via Wieden+Kennedy Amsterdam – bang on the launch of Apple’s new iPhone 14 – again attempts to amusingly promote the merits of Samsung’s Galaxy Z Flip 4.
The spot, called “Join the flip side”, follows a young woman called Elena who becomes mesmerised by a friend’s Galaxy but not before declaring, “I would never switch to Samsung, I love my phone.”
Check out the work below:
Commenting on the new work, Ramona Todoca and Ed Olhagary, creative directors at Wieden+Kennedy Amsterdam, said: “Creatively, we’ve embraced the people who proudly say they’d ‘never switch to Samsung’, making them feel seen and understood on the emotional journey of switching. Instead of selling them on the latest innovation, we use something that happens in real life to plant the seed of doubt, then watch it grow … and multiply.”