On the Fence

Samsung has unveiled a bold new social-first campaign, created by Cheil, which aims to capture consumer hesitation and trepidation around switching to a new phone, while seeking to ease those concerns.

The campaign playfully captures the mindset of consumers faced with the choice of picking their next smartphone. It demonstrates that although Samsung is a leader in mobile electronics innovation, people can often be hesitant to try a new phone.

For many consumers, choosing a new phone has become a routine decision, which sees them pick up the latest model of the phone they’ve always had, even when there are other options that could be a better fit for their needs. In this new campaign, Samsung and Cheil have tapped into a variety of consumer mindsets exhibited by those disenchanted by their current phone.

In a series of social-first videos directed by Adam & Dave at Arts & Sciences, “On the Fence” compares the user experiences offered by Samsung and its competitors through the lens of someone discovering a new world of Galaxy innovation and openness. The push showcases the consumer journey and the different mindsets someone may be in – from the initial intrigue that there is something else out there to those looking for validation as they are cautiously curious or conflicted about making the change.

The campaign is running across connected TV, social media and online channels.