CHALLENGE

It is well-known that iPhone users live in a bubble and that they are oblivious to the latest mobile phone innovations out there. Even though many iPhone users were interested in trying out the newly-launched Galaxy Z Fold Series, it wasn't enough to convince them to switch. To convey the full immersive potential of the new foldables, traditional methods like online demos were insufficient. 

THOUGHT PROCESS

We needed a way to increase trial and put a Galaxy Z Fold into their hands even if it wasn't the actual Galaxy Z Fold. Recognising the challenge of engaging iPhone users and bridging the gap between curiosity and confidence, we thought of ways to replicate the Fold experience right in their hands.

The average UAE resident owns and operates 2 phones for various reasons. With that in mind, there was an opportunity to get each individual to experience Galaxy Z Fold in their own homes, by bringing their 2 phones together.

EXECUTION

In partnership with Cheil Worldwide, we launched the Fold experience following six months of technological research and development. A seamless mobile experience that uses Web Real Time communication technology’s ultra-low latency to connect 2 iPhones together, plus complex device detection to instantly sync and optimise varying screen sizes into one unified screen display – turning iPhones into Samsung Galaxy Z Fold.This innovative execution not only showcases the Fold's features but also empowers users to explore its capabilities first-hand. Launched as part of the Try Galaxy platform, the Fold Experience is accessible globally through trygalaxy.com, inviting iPhone users to reconsider their brand loyalty and embrace the future of smartphone technology.