WE BEAT APPLE AT THEIR OWN GAME.
WE BEAT APPLE AT THEIR OWN GAME.
CHALLENGE
Apple had always been a beloved challenger brand with an undeniable emotional appeal to its consumer base and fans alike. Samsung was a much larger company, a global market leader in many regards, but by 2013, their smartphone sales and perception lagged well behind iPhone in the US market.
CHALLENGE
Apple had always been a beloved challenger brand with an undeniable emotional appeal to its consumer base and fans alike. Samsung was a much larger company, a global market leader in many regards, but by 2013, their smartphone sales and perception lagged well behind iPhone in the US market.
STRATEGY
Appeal to the rational–which they had always done–and introduce the emotional ingredient to shift perception and behavior. (Offer a superior product and embrace the challenger spirit.)
STRATEGY
Appeal to the rational–which they had always done–and introduce the emotional ingredient to shift perception and behavior. (Offer a superior product and embrace the challenger spirit.)
RESULTS
As soon as the new iPhone launched, Samsung S3 sales hit their all-time high.
RESULTS
As soon as the new iPhone launched, Samsung S3 sales hit their all-time high.
Uncharted Territory
The S3 became the first phone to outsell iPhone. Ever. After the S3 launch, Samsung’s S-series phones continued to outsell Apple for the next 4 years.
Uncharted Territory
The S3 became the first phone to outsell iPhone. Ever. After the S3 launch, Samsung’s S-series phones continued to outsell Apple for the next 4 years.
OTHER PRODUCT LAUNCHES
OTHER PRODUCT LAUNCHES
