A PR stunt that was picked up all around the world
Everyone that owns Apple products has a feeling that they belong to a community. So how can we show this Apple community that Samsung is more advanced and the better choice? Well, when we found out there is a Dutch village called Appel (the Dutch word for Apple) the joke was made. Let's get this whole community to switch to Galaxy! Without it being scripted the Appel community told us that 'the development has pretty much come to a halt' and 'we lag a bit behind'.
Campaign
After we surprised all the residents of Appel we gave them challenges to use their new phone. Who makes the best slomotion video, who makes the best underwater photo etc. These product and USP focused videos where retarget on social.
