People tend to do what they think others are doing. That’s why social pressure is one of the biggest barriers to Apple users switching to Samsung. Most Apple users assume that everyone is an Apple user and that comforts them in their choice.

But people also start jumping on new trends that they believe are growing. So we decided to flip social pressure on its head and make Apple users believe that everyone is switching around them. Because the more they do, the more confident they will be to follow.

Led by the protagonist, Rachel, a group of teens at a summer camp hear of a Samsung Flip phone rumour that quickly becomes their reality once Brenda (an urban legend denier) is exposed to a Galaxy Z Flip and becomes ‘possessed’ to switch. The group tries to escape the mysterious phenomena but one by one catch a glimpse of the phone and have no choice but to switch to Samsung. At the end of the film, we meet the group (all of them now switchers) back at the campgrounds where we see Rachel opening a mysterious glowing box that contains what’s believed to be the newest Galaxy Z Flip 5.

Join the flip side 2 has proved to be an exceptionally successful campaign in terms of driving brand reappraisal and, critically, switching into one of the higher-value and more profitable SKUs offered by Samsung. Learnings research showed that awareness and consideration of the Galaxy Z Flip significantly increased following the campaign. The campaign also saw a positive uplift in ad recall – especially with 18-24 y/o. The film also achieved an impressive reach on YouTube with 20M views (up to date) and 9.6 views in just one day (Forbes).