A Smooth Way To Beat A Competitor

Ever walked past a car dealership and wished you could take that shiny new car for a spin before deciding? You wouldn’t just buy it based on ads.

You would want to feel the grip of the steering wheel, hear the engine, and see if it fits your lifestyle. That’s what Samsung did for iPhone users.

They didn’t just tell them why Samsung was better.

They let them experience it without switching phones.

With their iTest campaign, Samsung turned iPhones into Galaxy phones for a test drive. And the results? Millions of Apple users got a hands-on feel of Samsung’s world.

How did Samsung pull this off?

Let's dig in!

Campaign Overview

• Campaign Name: iTest

• Campaign Dates: Started in April 2021​

• Industry: Technology​

• Target Audience: iPhone users who might switch to Samsung

Samsung’s iTest campaign was about making iPhone users feel comfortable switching to a Samsung phone. Many iPhone users stick with it because they get used to how it works.

They don’t want to go through the trouble of learning a new system. Samsung wanted to remove this fear by letting them try a Samsung phone without buying one.

So, instead of only showing ads about why Samsung is better, they made a web app that turned an iPhone into a Samsung-like phone.

When an iPhone user visited the iTest website, they were asked to add the web app to their home screen. Once they did that and opened it, their phone started looking and working like a Samsung Galaxy phone.

That was not just a simple demo. iTest allowed iPhone users to:

• Explore Samsung’s interface: The home screen, icons, and settings looked like a Samsung phone.

• Use apps like Samsung users: They can check out the Messages app, Galaxy Store, Camera, and the Settings menu.

• Get pop-up messages from Samsung’s team: These messages showed cool features in a fun and personal way, making users feel like they were actually using a Samsung phone.

• Try the camera: Users could open the camera app and see how it worked - just like on an actual Samsung phone.

The best part is that iPhone users didn’t have to download anything or risk losing their data. They could test a Samsung phone using their iPhone and see if they liked it.

Samsung’s idea was that if people got to experience a Samsung phone in a fun way, they might consider buying one in the future. Instead of telling iPhone users why Samsung is great, they let them feel it for themselves.

Campaign Objectives

Samsung’s iTest campaign had three main goals:

1. Reduce Fear of Switching

Many iPhone users stick with Apple because they don’t want to learn a new phone system. They worry that switching to Samsung might be confusing or frustrating.

Samsung wanted to remove this fear by letting them try a Samsung phone without buying one. With iTest, users could see and feel how a Samsung phone works without losing their data, contacts, or apps.

This made switching feel less risky and more familiar.

2. Increase Consideration for Samsung

Most iPhone users never even think about switching. They assume Apple is better because they have never tried anything else.

Samsung wanted to change this mindset by giving them a hands-on experience. Instead of just seeing ads about Samsung’s features, users could experience them through iTest.

By exploring Samsung’s system themselves, they might realize they like it and consider Samsung for their next phone.

3. Boost Engagement with Samsung’s Interface

A big challenge for Samsung is that Apple users don’t interact with their products. Samsung needed a way to get iPhone users to engage with their brand.

iTest was built to be interactive and fun. It didn’t just show static screens. It let users:

• Tap on apps

• Read funny pop-up messages from Samsung’s team

• Try out the camera and settings

This kept users engaged for minutes, increasing their curiosity about Samsung’s phones.

By achieving these three goals, Samsung gave iPhone users a risk-free way to explore Samsung phones and made them more open to switching in the future.

Results

Samsung's iTest campaign achieved significant milestones:

• More than 10 million iPhone users globally engaged with the iTest experience.

• The campaign attracted users from 234 countries. That shows its wide international appeal.

• iTest got the Grand Prix in Brand Experience & Activation at the 2022 Spikes Asia Awards.

Conclusion

Samsung didn’t just talk about their product but let people experience it that felt natural and fun. Instead of forcing iPhone users to switch, they made curiosity do the work.

And that’s the secret: when customers feel the value of your product firsthand, they are more likely to consider it. Now, think about marketing in general:

• Which brands do you think have done try before you buy marketing really well?

• What’s the best hands-on product experience you’ve ever seen?

Drop your thoughts in the comments!