CLIENT
Samsung Electronics Co., Ltd. Global HQ
Stephanie Choi, CMO
Sonia Chang, VP, Marketing
Luciana Kim, Global Brand Marketing
Daniel Kim, Global Brand Marketing
Alison Han, Global Brand Marketing
Katie Kim, Global Brand Marketing
Adrian Wilson, Global Brand Marketing
Chaemin Lee, Global Brand Marketing
Sophia Han, Global Brand Marketing
AGENCY
Susan Machtiger, President, Ogilvy Consulting
Lynette Wong, Head of Strategy, New York
Peter Dailey, Global Consulting Director
olivier sentucq, Global Client Lead
Preston Wallis, Executive Group Director
Michael Raso, Exec. Creative Director
Shannon Gibney, Creative Director
Anibal Casso, Chief Strategy Officer, North America
Rachel Pool, Head of Strategy, New York
Carina De Blois, Chief Operating Officer, North America
Darla Price, President, New York
Hanah O'Hara, Chief Creative Office and President of Advertising, North America
Menno Kluin, Chief Creative Officer, NY
Sami Salmenkivi, Global Consulting Principal
Lavinia Arl, Global Consultant
Kayla Bressi, Senior Social Strategist
Abigail Solano, Account Director
Carly Berry, Account Executive
Diontay Santiago, Associate
Carlos Perez, Executive Creative Director
Todd Bradley, Creative Director
Harry Barron, Creative Director
George Sholley, Head of Production, N.A
Arrow Kruse, Executive Producer
Tatiana Lanier, Senior Producer
Michael Freeman, Executive Music Producer
Deborah Steeg, Sr. Business Manager
SUMMARY
Fierce US smartphone competition was grinding Samsung down. Perceived as inferior to Apple, they were losing sales and bleeding marketshare — why?
Through behavioral science, we discovered that Samsung users, driven by “prevention-focused” instincts, and Apple aficionados, with their “promotion-focused” aspirations, had completely different psychologies.
Instead of specs, we showed Apple users the lost “magic” and wonder they could reclaim every time they unfold a foldable.
Our campaign invited Apple users to Unfold Your World — stirring them to feel the emotional-magic of a superior smartphone experience they've been missing.
