It Doesn't Take a Genius

Samsung created the Phablet category back in 2011 when it launched its Galaxy Note phone and since then has gone on to dominate the lucrative large-screen phone category. On September 6th, 2014 that was about to change with the launch of one of the world’s most anticipated phones, a direct challenge to Samsung’s market position. Samsung Mobile came to Big Spaceship, as their global social media agency, to spoil the launch – a product being heralded as a ‘great step forward’ but would, in fact, be duplicating much of the innovation that Samsung had pioneered three years earlier. Competitive advertising is fraught with danger at all times, but when you are taking shots at the world’s biggest brand (by MARCAP) around their highly anticipated launch events, you better get it right.