OnQue was appointed by Samsung to develop the Ichanged ‘What’s Your Excuse’ campaign to launch the highly anticipated Galaxy S4 smartphone.

The Challenge 

The campaign strategy focused on dispelling myths about what consumers may lose in the change from Iphone to Samsung smartphone by creating a modern and humanistic approach to answering questions online. 

OnQue aimed to reduce the change barrier for people who are using other smartphones by exposing the features of the S4, providing a strong emphasis on how easy it is to make that move by the demonstration of all the processes Samsung has put in place to make for a easy transition.

The Solution  

The message to the market asked, ‘Why wouldn't you change from Iphone to S4?’ By crafting 10 questions designed on a database of words and facilitating this through a series of 10 slides we linked question to answer providing interactive and adaptive consumer participation. 

The website was designed as a one stop shop and organised into 10 different categories including apps, social, music, photos and contacts.     

We integrated semantic analysis and social media into the mix and implemented the campaign through the development of bleeding edge technology to cater for as many desktop and mobile devices as possible.

Samsung enjoyed the process immensely and the campaign proved to be an outstanding success.