Samsung
Switchers Anonymous
Built on the insight that mobile phone users are curious about switching from 🍎 but don’t want to talk about it. So what better place to launch a campaign than Reddit – where users are both curious and anonymous.
Viewers were invited to join “Switchers Anonymous” and learn all the things they’ve been missing out on; spotlighting why switching is the way – and how the Z Fold5 is the gateway device to get them there.
Feature-Specific Storylines
Inspired by actual Reddit communities, we created a collection of vignettes to match the user to the feature.
“Bigger Games” (r/gaming)
“Tiny Puppies” (r/aww)
“Tiny Puppies” (r/wallstreetbets)
“Bigger Games” features the Snapdragon processor and all the gaming power it can bring.
“To The Moon” features how multi-app performance can satisfy even the most stonk-hungry of users.
“Tiny Puppies” features r/aww-worthy full-screen cuteness of the Z Flip 5 display.
Going The Extra Mile
To bring the campaign home, we created a Switchers Anonymous recruitment ad leading to a unique landing page for the new devices.