![](https://www.commercehouse.com/wp-content/uploads/CH-CaseStudy-TopBanner-SAMSUNG.jpg)
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.
![](https://www.commercehouse.com/wp-content/uploads/CH-CaseStudy-Challenge-SAMSUNG.jpg)
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.)
![](https://www.commercehouse.com/wp-content/uploads/01-NYC.jpg)
![](https://www.commercehouse.com/wp-content/uploads/02-PrintAd.jpg)
![](https://www.commercehouse.com/wp-content/uploads/03-PrintAd.jpg)
![](https://www.commercehouse.com/wp-content/uploads/04-Crowne.jpg)
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.
![](https://www.commercehouse.com/wp-content/uploads/CH-CaseStudy-Quote-Samsung2.jpg)
OTHER PRODUCT LAUNCHES
OTHER PRODUCT LAUNCHES
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![](https://www.commercehouse.com/wp-content/uploads/Note3-01.jpg)
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![](https://www.commercehouse.com/wp-content/uploads/GS5A-01.jpg)
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