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Top 6: June 2nd 2021
Interactive
Samsung: iTest
Top 6: June 2nd 2021
It's one of the most divisive choices faced by consumers today 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. More than 5.5 million Apple users from 234 countries have downloaded iTest, an app that appears to transform 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. Initially soft launched to a small, New Zealand-only audience, iTest gained global momentum at an unprecedented rate. Operating on a relatively small budget and unable to launch iTest through the app store, the Tribal team creatively recommended a soft launch approach for the campaign to generate organic engagement and test the waters of public opinion. Consumer research and online sentiment revealed to the Tribal Aotearoa team that there was one driving factor preventing consumers from changing to Samsung: fear. Fear of the unknown, fear of the overly complicated, and fear of the unfamiliar would all be difficult misconceptions to dispel without allowing consumers to interact with the Samsung interface themselves, which is exactly what iTest allows. Designed to replicate Samsung's intuitive 'OneUI' user experience for Android, Tribal Aotearoa knew that the web app iTest operated from would need to convincingly mimic the Samsung OneUI, which was a significant development challenge.
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