Challenge

In the history of the smartphone category, there was Apple — and then there was everyone else. Samsung set out to change that, with the goal of outselling the new iPhone by 5 percent with its new Galaxy S III.

Idea

There is a difference between capturing and sharing — and in this case, sharing the old fashioned way wasn’t just old, it wasn’t working. So, we created a digital campaign that highlighted the ease of sharing with the Galaxy S III from phone-to-phone(s), and phone-to-screen.

Results

Four weeks after launch, sales for the Galaxy S III exceeded those of Apple and maintained an average of 9 percent higher sales volume for the next eight weeks. Additionally, Samsung showed an increase in sales volume of 91 percent Y/Y, while Apple only had a 15 percent increase Y/Y.

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