iTest: Tribal Aotearoa and Samsung NZ cause global stir

It’s one of the most divisive choices faced by consumers today – do you buy an Apple or Android?

In a bold move to get Apple fans around the world to experience the Samsung interface, DDB group’s Tribal Aotearoa has created iTest.

The idea behind the campaign, created by DDB Group’s digital experience agency, Tribal Aoterora, was to motivate consumers to consider switching from their iPhone to Samsung devices.

However, Samsung knew that it wasn’t going to be an easy task in practice, due to Apple users having high levels of loyalty towards their brand, and changing conceptions weren’t going to be easy.

Samsung launches ‘Test’ to let users sample the other side

Working with a small budget, Tribal Aotearoa decided to take the soft launch approach, so the campaign could “generate organic engagement and test the waters of public opinion,” a statement from Samsung read.

Samsung New Zealand’s mobile marketing manager John Alexander said that the success of the iTest campaign shows the power of great creative to cut through even the most hard-wired consumer behaviours.

“iTest essentially gives Apple users the chance to test-drive a Samsung from the comfort of their iPhones. It’s also a commitment-free proposition, which we believe makes consumers more open to genuine comparison between the two operating systems.”

More than 5.5 million Apple users from 234 countries have downloaded iTest, an app that transforms your iPhone into a Samsung.

The web application mimics the operating system of an Android device, allowing consumers to experience navigation, app interaction, settings, texting/calling, and even the camera features.

While iTest was initially soft launched to a small, New Zealand-only audience, within days, the iTest gained global interest.

Haydn Kerr, creative partner at Tribal Aotearoa, said they expected the idea would capture attention, but were blown away by the response across the tech world.

“We soft launched it to a tiny audience in New Zealand via a social ad with minimal paid support, and from there it got picked up by MacRumours and every major tech news site around the world.

“We had two million users in the first weekend alone – that’s the power of a good idea,” Kerr said.

Following from the initial launch of the app in early April, Tribal Aoterora have been running campaigns in Samsung stores globally and on social to allow even more iPhone users to try out the iTest.


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