Graphic

DDB Group Aotearoa NZ 22 Different. Samsung NZ

Finalist
2024 Design Craft
Credits
  • Pou Auaha / Creative Directors
    Haydn Kerr, Rory McKechnie, Matty Burton, Gary Steel
  • Pou Rautaki / Strategic Lead
    Jack Murphy
  • Ringatoi Matua / Design Directors
    Dean Pomfrett, Elliot Oxborough, Marcin Sulewski, Kasun Ilesinghe
  • Ngā Kaimahi / Team Members
    James Blair, Nikhil Madhan, Julz Lane, Matthew Campher, Wihan Meerholz
  • Kaitautoko / Contributors
    Jacob Newton, Josep Jover, Kathryn Hollis
  • Client
    Samsung NZ
Description:

Apple were always so… “different”. From the way they told us to think, to the way their products made us feel. But now, we live in a world where almost every single hand has an iPhone in it. What was once originality, is now conformity. It’s 1984 all over again.

So, Samsung launched their most unique phone to date, the new Galaxy Z Flip5, with a campaign about thinking different, inspired by conformity. A campaign that used Apple’s ideology against them. A campaign that invited people to think different once again by making the switch to Samsung.

By using Apple’s strategy against them, we gained significantly different results for Samsung. Our campaign contributed to an 11.4% increase in premium market share. And for the first time ever, since entering the New Zealand market in 2006, Samsung overtook Apple.

In this campaign Samsung took on Apple, challenging people to think different about their choice in smartphones, and Samsung came out on top.