Leo Burnett Kuala Lumpur
Samsung Malaysia Electronics (SME) Sdn. Bhd.
Samsung
Samsung’s flagship Galaxy Note 20 launched right about the time the Apple iPhone 12 was announced. Despite having features that blew the Apple iPhone 12 Pro out of the water in every aspect, it’s tough to beat the Apple hype.
As with every iPhone launch, search traffic would spike around the most anticipated features as Apple fans tried to get the scoop on the latest features, be it the camera, battery life, storage, display and more. We needed to be there to show them that there’s a better alternative to all of these overhyped features.
We decided to hijack the iPhone 12 hype. We tracked trending search keywords surrounding the iPhone 12 to deliver thought-provoking, witty headlines showing how the Galaxy Note 20 is miles ahead when it comes to these features and more. We extended beyond search engine marketing to hijack prospective Apple iPhone 12 buyers across social media and YouTube as they researched and discussed these features, to sway Apple fans to Samsung.
Our hijack was a success. We ended up outranking and owning Apple in 30% of its iPhone branded keywords. And reached 6,600,000 Malaysian Apple fans across search, social and YouTube. Allowing us to show Malaysians that the Samsung Galaxy Note 20 is simply a better phone, when comparing apple to Apple.
Executive Creative Director: Emir Shafri
Creative Director: James Yap
Creative Group Head: Tuck Loong
Copywriter: Michelle Chong Mei Ling
Art Director: Jass Sin Lee
Designer: Szeke Lee
Designer: Zafri Khusaini
Strategist: Craig Wilkie
Business Director: Ken Chin
Account Director: Lance Chua
Account Executive: Lily Yap
Producer: Jkie
