When Fortnite was banned from the Apple and Google app stores, Samsung stepped in with Clash of Commuters— an on-the-go mobile gaming competition waged across Australia’s public transport networks, where 44% of Aussie gamers play. From OOH at bus stops and train stations, audio in rush hour playlists, and videos in their daily social feeds, commuters were called to defend their route in a bespoke, Aussie-themed Fortnite experience. Along the way they got a taste of Samsung’s latest device, the Galaxy S24 Ultra, the ultimate gaming phone that, unlike our competitors, you can actually play Fortnite on. The campaign reached 6 million gamers – nearly a quarter of Australia – and was featured on Epic Games’ coveted ‘Epic Picks’, putting it on the front page of gamers for money-can’t-buy exposure. It smashed expectations, with gameplay numbers coming in nearly 10 times higher than predicted. Among those millions of players were plenty of iPhone and Pixel users and web traffic to Samsung.com from jealous iPhone and Pixel users increased by a massive 59%. Most importantly, we closed our market share gap to Apple by 5.2% - a huge leap in the battle royal that is the mobile phone category in Australia.