In the U.S., Apple has become so ubiquitous that people aren’t even choosing anymore. The iPhone has 56% of the market to Samsung’s 31%. Of these iPhone owners, 93% loyally repurchase. 63% don’t even see it as phone shopping anymore, just upgrading. People are blindly walking into yearly iPhone upgrades with an unquestioned faith in Apple. But why? Apple launches an almost identical iPhone each year, just changing the number at the end. Their biggest new product over the past decade was an AR headset no one can afford. Meanwhile, Samsung has been leading the way in innovation for the last fifteen years: large format smartphones, smart watches, wireless charging, waterproofing, foldables, smart rings, to AI for smartphones. Apple is no longer the creative innovator that inspired its devoted following. Now was Galaxy’s moment to strike. Having launched several big innovations from Foldables, to Rings, to AI, we could paint a clear contrast with a stagnant Apple. We just needed a creative way to open the eyes of its blind following. Strategy: Wake people up from their blind devotion to Apple. So we started with the most devoted of them all: Apple Geniuses. Idea: Find former Apple Genius bar employees who had lost their faith in Apple and left for Galaxy. We would expose this story just like Netflix would: with a thrilling series that got to the bottom of it. Each film in the series featured a Former Genius expressing their disillusionment with Apple and then explaining how their experience with Galaxy has been superior - from Foldable phones to camera technology. To make that happen, we set out to find our protagonists. Luckily, LA had a lot of camera-friendly Former Geniuses who were tired of iPhones and made the switch. Enlisting the help of famed comedic director, Eric Warheim, we set off filming our expose. Then, we dropped the films on social and in cinemas - all driving people to a custom landing page on S.com, breaking down why these Former Geniuses left Apple for Galaxy devices. Our film set the internet on fire and worked hard to convince Apple’s faithful to consider Galaxy: * 284% increase in net social sentiment vs. benchmark * +18pt lift in S Series consideration with Gen Z * 44% Engagement Rate (10x higher than our benchmark) It doesn’t take a genius to see the smarter choice. But a few real former geniuses did make it very obvious.