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Samsung Debuts ‘Switchers’ Campaign to Help Americans Remove Emotional Barriers Behind Switching Smartphones
Samsung launched the "Switchers" campaign featuring psychologist Dr. Orna Guralnik to help consumers overcome emotional barriers to switching smartphone brands. The campaign promotes the Galaxy Z series and S series.
Why it matters
This campaign targets people hesitant to change phone ecosystems by addressing emotional hurdles and highlighting tools that simplify data migration. It aims to make the transition from other brands to Samsung feel less daunting.
The big picture
This marketing effort follows reports of strong U.S. sales for the Galaxy Z8 series and recent updates to the Smart Switch tool in One UI 9.
The details
Z Fold8 and Z Fold8 Ultra account for 23% and 12% of competitive switchers, respectively. The campaign features celebrity pairs, including Nick Foles and Clay Matthews, to discuss switching. RCS messaging is promoted to allow for seamless communication across different ecosystems. The foldable lineup includes the Z Fold8 Ultra, Z Fold8, and Z Flip8.
What's next
Consumers are invited to listen to the Switch Mix playlist and visit Samsung.com to learn about switching.
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In this article
People
Technologies
Key connections
Smart Switch is related to RCS
Once setup on the new device, you can message using RCS
Keena Grigsby works at Samsung Electronics America
Chief Marketing Officer and Vice President, Mobile eXperience at Samsung Electronics America
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