SITUATION

Recent consumer studies indicate that users of competing smartphones demonstrate strong loyalty to their chosen brand and generally show indifference toward other brands. However, our direct research revealed that most users maintain high loyalty while simultaneously expressing a need for new smartphone form factors and features. Notably, users who had personally experienced devices from other brands showed a more open attitude toward new products. Based on these insights, we developed Try Galaxy to get Galaxy’s features and UI into the hands of competitors’ users, so they could experience the epic difference for themselves.

SOLUTION 

Try Galaxy 


To achieve this, we developed a PWA (Progressive Web App) that allows users to experience the Galaxy UX/UI and features on competitor smartphones as if they were using a Galaxy phone. Users can experience the full-screen Galaxy interface without a browser UI simply by accessing the website (trygalaxy.com), without any complicated installation process.

Try Galaxy Fold Experience 

Additionally, by applying WebRTC technology to connect and synchronize two smartphones, we have similarly implemented the Galaxy Z Fold's large screen and unique UX. This enables an innovative UX that allows for a more vivid experience of key Galaxy Z Fold and Galaxy AI features such as Immersive View, Multi-tasking Transcript/Summary, and Circle to Search.

Try Galaxy Wearable Experience 

We have added the Try Galaxy Wearable Experience, expanding it to let the users try on the Galaxy Watch and Galaxy Ring using camera-based AR technology, and even experience watch color and band selections along with Ring features.

RESULTS 

Try Galaxy has grown beyond a short-term campaign into a global experience platform operating for over three years. Starting with one language, it has expanded to 25 languages and from 6 countries to over 100 countries. It has also broadened its scope from an iOS-only service to include Android support, and from B2C to B2B and carrier partnerships. By enabling users to experience Galaxy UX/UI on the web as if on an actual device, it has achieved cumulative downloads of 73.63 million (July 6, 2022–November 13, 2025), a 75% increase in brand preference, and won 17 awards at the 2024 Global Creative Awards (including Cannes Lions). It has achieved 75% growth in brand preference and won 17 major awards at global creative awards in 2024 (including Cannes Lions), establishing itself as the premier Galaxy global experience platform.