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Samsung Mobile USA
Taking a Bite out of Apple

RAN IN: United States

CLIENT
Samsung Telecommunications America

Colleen McDuffe - Director, Interactive Mktg.
Brian Wallace - VP, Strategic Mktg.

AGENCY
Razorfish *Lead Agency

Cliff Drane - Group Creative Director
Kristie Ko - Sr. Project Manager, Delivery Mgmt.
Craig Mathe - Group Director, Delivery Mgmt.
Sacha Reeb - VP, Creative
Kevin Roe - VP, Client Partner
Dustin Smith - Group Creative Director
Philip Wilhelm - Assoc. Creative Director
Todd Ziaja - Creative Director


72andSunny *Lead Agency


Starcom MediaVest Group


SUMMARY

In the summer of 2012, Samsung Mobile was launching the Galaxy S III smartphone four short months before Apple's eagerly anticipated iPhone 5 launch. Samsung Mobile was tasked with gaining overall marketshare for its new flagship device and stealing Apple's thunder. Fueled by an integrated digital campaign that brought the unique sharing features of the GS III to life online and across major cities nationwide, Samsung Mobile sold over 5.5MM handsets - surpassing sales goals for the launch by 89% and outselling Apple during the 3-month launch period.

CASE STUDY

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CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, OOH, PR, Cinema, Events, Consumer Involvement,Other

Objectives: Market share - increase

Type: Business to Consumer

Classification: National

Language: English