Why Samsung is betting on experience over specs to win over switchers

For many smartphone users, switching ecosystems can feel like a leap into the unknown. New interfaces, new apps, unfamiliar features — these are all hurdles that make even the most interested users hesitate. Samsung Singapore is tackling that challenge head-on with its Easy Mode Club, a 26-day “try before you switch” programme that pairs a flagship trial with community support to chip away at ecosystem lock-in.

“The Galaxy S26 Series generated exceptional early demand, with pre-order numbers surpassing previous records, marking a double-digit increase,” said Lynn Chong, head of marketing, Samsung Electronics Singapore in conversation with MARKETING-INTERACTIVE. “However, we realised that even though many people are very interested in a Galaxy device, ecosystem lock-in can make switching feel daunting.”

To tackle what she calls “switching anxiety”, Samsung created the Easy Mode Club, inviting 126 participants who were chosen for their curiosity, adventurousness, or past hesitation to explore the Galaxy S26 Ultra hands-on. The goal is to offer a low-risk, high-support way to live with the phone and see if it fits into their daily routines.

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Unlike traditional campaigns that focus on awareness or short, controlled experiential stints, the Easy Mode Club immerses participants in the Galaxy experience over nearly a month. Users can experiment with the S26 Ultra’s enhanced camera for photos and videos, explore editing tools, try AI-driven productivity features or put its gaming capabilities to the test. Early testimonials suggest the programme is doing its job: what once felt intimidating about switching now feels approachable, even exciting.

The initiative also reflects a shift in Samsung’s marketing philosophy. “It’s easy to list specs, but tougher to influence purchase decisions, especially in the premium mobile phone category where decisions tend to be habitual,” Chong explained. The programme turns spec claims into personal proof.

Instead of being passive, Samsung is inviting consumers to become ‘explorers’ of a new device, and form a positive feedback loop by engaging with the brand and fellow programme participants.

Community is a key part of that loop. Participants can interact on a dedicated hub on Reddit and Samsung’s Singapore website, sharing tips and experiences across content creation, gaming and productivity. This is reinforced by #TeamGalaxy-led sessions, where creators including KOLs @qir0ng and @kayleytan share their own tips from hidden camera features to AI-powered productivity hacks to help users get the most out of their devices.

Chong said the number of participants and the trial length were deliberately chosen. “The 26-day trial and 126 participants were a nod to the Galaxy S26 Ultra namesake,” she said. “We also wanted to keep the community manageable so we could provide the right level of support, and 26 days is enough time to migrate ecosystems, build habits and form opinions.”

Samsung is treating the programme as more than a test run. It’s also a way to watch, in real time, how consumers fall in love with Galaxy, and where they get stuck.

Furthermore, participant engagement and feedback highlight the friction points of switching and the features that resonate most. “If we get the community-building and engagement right, then conversions will follow naturally because participants feel heard and supported, not just sold to,” Chong said.

In a crowded smartphone market, Chong believes this “try before you buy” model for a flagship device helps it stand out:

You can buy awareness, and to a certain extent consideration, but what you can’t buy is loyalty. That’s something you have to earn.

"We think we’re doing that with the Easy Mode Club by turning the curious but hesitant into potential Galaxy fans." she added. 

The programme will run until the end of April 2026.

Prior to the Easy Mode Club, Samsung Singapore rolled out a comic book to make Galaxy devices and its AI features feel approachable for consumers of all ages. The comic book, titled, Uncle & Aunty get smart(phone), spotlights the “Awesome Intelligence” of the latest Galaxy A Series through hyper-local, everyday stories.

The series follows Uncle Awesome as he introduces fellow hawker centre regular Uncle Tan to Galaxy A capabilities, including how features such as ‘Circle to Search’ can instantly identify things such as a bird species spotted nearby. Designed for value-seeking consumers who are curious about AI, the project aimed to educate and contextualise AI on Galaxy devices in a simple, relatable way, reducing the perception that AI is complex or intimidating.

Developed fully in-house by designer Eugene Lim and writer Jacelyn Ho, the comic was released in September last year and was available at Samsung Experience Stores and major consumer electronics retailers including Challenger, Courts, Gain City, Best Denki and Harvey Norman. 

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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