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  • Samsung's Latest Anti-Apple Guerilla Marketing Campaign Tries to "Wake Up" iPhone Users
    Youtube Video

    Samsung’s guerrilla marketing team kept it classy today with their “Wake Up” countdown campaign for an unannounced “mystery” product.

    Australian media website Mumbrella believes the mystery product is the Samsung Galaxy S III, and that campaign is the work of a local company called Tongue. The guerilla campaign today involved a staged protest outside the Apple Store in Sydney Australia. The protest started with a giant black bus with the words “Wake Up” painted on the side. Fifty or so protesters stood outside with signs raised and chanted “Wake Up!” for a while as you can see in the video above.

    The “Wake Up” campaign has surfaced at other places around Sydney as well. The words “Wake Up” can be seen at the bottom of Bondi Iceberg's pool, as well as printed on a number of billboards around town. Apparently there was a site takeover on news.com.au during the Anzac day holiday as well.

    Also, the website wake-up-australia.com.au is counting down to the launch of said mystery product. The recent Samsung Galaxy S III trailer depicts the masses as sheeple buying Apple’s products. Sadly, their biggest competition in the smartphone market isn’t Apple, but other Android handset makers, but attacking Apple makes for more notable marketing campaign. Apple hasn’t resorted to direct attacks since their Mac vs PC campaign, which was cheeky and fun. Not annoying and disruptive.

    Samsung seems to be doing everything within their power to beat the Galaxy S III firmly into the public lexicon of well known devices. Why not just make awesome products that speak for themselves which consumers will gravitate toward? I can’t see Samsung winning many converts with the current campaign.

    Source: Mumbrella
    This article was originally published in forum thread: Samsung's Latest Anti-Apple Guerilla Marketing Campaign Tries to "Wake Up" iPhone Users started by Phillip Swanson View original post
    Comments 27 Comments
    1. TheOrioles33's Avatar
      TheOrioles33 -
      I dont even bother watching these anymore. They are so lame and pointless.
    1. sziklassy's Avatar
      sziklassy -
      What I biased article. "Why not just make awesome products that speak for themselves which consumers will gravitate toward?" Did you say the same thing about the Mac v PC commercials when they played them a few short years ago? Microsoft was THE company that Apple was gunning for, so they did. Apple is THE company that Samsung is gunning for, so they are. It's marketing. It's how it works.
    1. jbardi's Avatar
      jbardi -
      The fact that they aren't specific that they have anything to do with Samsung just makes them look stupid! I bet that most people thought they were Green Peace hippies protesting, so what a rediculous waste of time and money... Why not make your own mobile OS rather than bash a company that is smart enough to do so themselves. Samsung makes hardware and then tries to take some sort of credit for the bulk of their device which relies on Android. Wake Up yourself and hire some software developers instead of piggy backing off Google like every other android phone maker.

      Samsung had no problem making screens for the iPhone but then android comes out and suddenly they are like, "Hey, let's compete with them using this OS so we don't have to do any work and pretend that it is better than the iPhone". If it was so good, why do you have to make a public spectacle of yourself? Because you have to convince people that cheaper is better before they get their hands on an iDevice and are lost to you forever. Young kids with their first smart phone, the elderly that want something inexpensive and the poor that can't afford it are your target market, so why waste your time protesting outside the Apple store... Not going to get any takers their... They have money to burn, are looking for quality and don't need an inferior product.

      This is like a costume jewelry company protesting outside Tiffany's thinking the people inside are going to buy cheap plastic crap jewelry instead of the high quality diamond necklace lol
    1. eZStaR's Avatar
      eZStaR -
      Just shows how mad Samsung is that Apple is raping them. They need to make these crappy protests and ads to try to take away users from Apple. You don't see Apple doing these stupid stunts. If they did, THAT will be the day. Apple can easily rip on every android manufacturer and totally destroy them.

      Now people bring up "Mac vs PC" ads as their "comeback." But guess what, at least those ads showed both point of views, and valid statements from both sides. Here we see Samsung full out raging at Apple, totally being one-sided.
    1. xshey's Avatar
      xshey -
      Ya know, I really don't see what Sumsung is getting at. In my opinion, Apple is the leader in smartphone products, where Sumsung merely feeds off Apples older technology. I agree that this is just marketing but what are they trying to say? "Wake up" from awesomeness? Personalization? Latest Tech? If they are telling us to "wake up" and ditch the iPhones for a ridiculously large touch phone just because it's a half-*** tablet phone, they sure ain't doing it the right way.
    1. blwallace5's Avatar
      blwallace5 -
      This is a really lame campaign, but let's not make it out to be worse than the Mac vs. PC campaign. I love my Apple products and the company as a whole but anybody with any sense knew that was pure marketing bs meant to slander another company's product.
    1. Colby21's Avatar
      Colby21 -
      Sadly, their biggest competition in the smartphone market isn’t Apple, but other Android handset makers, but attacking Apple makes for more notable marketing campaign
      Umm no? Smartphone total sales in 2011 between Apple and Samsung were a mere 4 million difference... out of about 100 million sold. A 4% difference for an entire year and 4 quarters worth of switching top smart phone manufacturers, clearly identifies Apple and Samsung as the top two smartphone manufacturers in the world. (besides Nokia) This would justify Samsung's actions, in my unbiased opinion... Unbiased being the key word.
    1. *T*'s Avatar
      *T* -
      Quote Originally Posted by sziklassy View Post
      What I biased article. "Why not just make awesome products that speak for themselves which consumers will gravitate toward?" Did you say the same thing about the Mac v PC commercials when they played them a few short years ago? Microsoft was THE company that Apple was gunning for, so they did. Apple is THE company that Samsung is gunning for, so they are. It's marketing. It's how it works.
      +1

      He also said "sheeple" instead of people at one point to suggest that people buying Samsung are sheep.
    1. unison999's Avatar
      unison999 -
      Mac vs PC cheeky and fun?
      It is annoying as hell when they purposely chose unattractive fat guy with cheap suit to represent PC, misrepresentation much? Where is the gamers? Where is the stock brokers/traders? etc etc
    1. 1shuttle1's Avatar
      1shuttle1 -
      Quote Originally Posted by sziklassy View Post
      What I biased article. "Why not just make awesome products that speak for themselves which consumers will gravitate toward?" Did you say the same thing about the Mac v PC commercials when they played them a few short years ago? Microsoft was THE company that Apple was gunning for, so they did. Apple is THE company that Samsung is gunning for, so they are. It's marketing. It's how it works.
      +2

      And to the guy who said the Mac vs. PC commercials make good points for both sides. Please list them. I just remembered a supposedly cool young guy (Mac) heavy older guy in Cheap Suit (PC) and him being frustrated all the time. Apple ran that campaign to make PC's look outdated and not trendy. Samsung has just played up the whole hipster thing now against Apple users. Don't get me wrong I own way to many Apple toys but I don't think it's a bad idea for someone to come at them hard. Keeps them on their toes. And I would try the next great thing maybe Samsung, not because I don't like Apple but as a tech lover, just want to try something new.
    1. JHH09's Avatar
      JHH09 -
      Quote Originally Posted by jbardi View Post
      The fact that they aren't specific that they have anything to do with Samsung just makes them look stupid! I bet that most people thought they were Green Peace hippies protesting, so what a rediculous waste of time and money... Why not make your own mobile OS rather than bash a company that is smart enough to do so themselves. Samsung makes hardware and then tries to take some sort of credit for the bulk of their device which relies on Android. Wake Up yourself and hire some software developers instead of piggy backing off Google like every other android phone maker.

      Samsung had no problem making screens for the iPhone but then android comes out and suddenly they are like, "Hey, let's compete with them using this OS so we don't have to do any work and pretend that it is better than the iPhone". If it was so good, why do you have to make a public spectacle of yourself? Because you have to convince people that cheaper is better before they get their hands on an iDevice and are lost to you forever. Young kids with their first smart phone, the elderly that want something inexpensive and the poor that can't afford it are your target market, so why waste your time protesting outside the Apple store... Not going to get any takers their... They have money to burn, are looking for quality and don't need an inferior product.

      This is like a costume jewelry company protesting outside Tiffany's thinking the people inside are going to buy cheap plastic crap jewelry instead of the high quality diamond necklace lol
      ^^^ 1+
      someone had to say it.
      what a waste of 10 mins of my life
    1. teej1410's Avatar
      teej1410 -
      Quote Originally Posted by sziklassy View Post
      What I biased article. "Why not just make awesome products that speak for themselves which consumers will gravitate toward?" Did you say the same thing about the Mac v PC commercials when they played them a few short years ago? Microsoft was THE company that Apple was gunning for, so they did. Apple is THE company that Samsung is gunning for, so they are. It's marketing. It's how it works.
      Those commercials were funny though!
    1. sputnik2000's Avatar
      sputnik2000 -
      Wake Up !!!!!!!!!!!!!!
    1. joliano24's Avatar
      joliano24 -
      I have a feeling this time of better product from Samsung can beat all other cell phone but still not Apple unless apple act stupid and ignore what customer need of new looks and major changes. the only way i can stay with apple is new valuable phone.
    1. Channan's Avatar
      Channan -
      Quote Originally Posted by xshey View Post
      Ya know, I really don't see what Sumsung is getting at. In my opinion, Apple is the leader in smartphone products, where Sumsung merely feeds off Apples older technology. I agree that this is just marketing but what are they trying to say? "Wake up" from awesomeness? Personalization? Latest Tech? If they are telling us to "wake up" and ditch the iPhones for a ridiculously large touch phone just because it's a half-*** tablet phone, they sure ain't doing it the right way.
      Lolwut? The Galaxy S II came out before the 4S and already had a dual core processor with much better graphics than the 4, a camera that still rivals even the 4S, 1GB of RAM, and a Super AMOLED Plus display. How is that feeding off Apple's older technology? Lol Now we wait for the GS3.
    1. Norb's Avatar
      Norb -
      Oh Samsung you are trying to say that Apple users are dumb but you are getting sued left and right over your bad copies of Apple products. You are spending god knows how much money on this lame publicity stunt, maybe you should take that money and build your own R&D department instead of having it outsourced to Apple...

      Quote Originally Posted by Channan View Post
      Lolwut? The Galaxy S II came out before the 4S and already had a dual core processor with much better graphics than the 4, a camera that still rivals even the 4S, 1GB of RAM, and a Super AMOLED Plus display. How is that feeding off Apple's older technology? Lol Now we wait for the GS3.
      Oh sweat more RAM... thats needed for a bloated OS... 'Super AMOLED Plus' is that another word for Over-Saturated unrealistic color? Where do I sign up? Tech specs are so cool especially when the new tech isn't mature enough to actually be better. Sounds really cool in theory tho...

      But in context with the post you replied to... I don't think Apple has much new tech, they do however know how to take great advantage of what is out there and make some quality stuff.
    1. LucasPukus's Avatar
      LucasPukus -
      OH GOD.... I live in Sydney. How embarrassing >.<
    1. Kenn@rd.'s Avatar
      Kenn@rd. -
      Quote Originally Posted by sziklassy View Post
      What I biased article. "Why not just make awesome products that speak for themselves which consumers will gravitate toward?" Did you say the same thing about the Mac v PC commercials when they played them a few short years ago? Microsoft was THE company that Apple was gunning for, so they did. Apple is THE company that Samsung is gunning for, so they are. It's marketing. It's how it works.
      +1
    1. rcm's Avatar
      rcm -
      So, it's going to be first Galaxy SIII, and a week later the Galaxy SIII black edition, then the rocket edition, by the end of the month 20 different models of the same phone. 5 years and apple has made only 5 different iphone models of which 2 where almost equal and still beat Samsung in sales all over the world(and since airlines and the military are using apple products now even the air is apple territory). And yes when the iphone 5 comes out there will be weeks of lines of people waiting for it, and when the Galaxy SIII comes out there going to sit in the shelves until the Galaxy SIV comes out.
    1. Colby21's Avatar
      Colby21 -
      Quote Originally Posted by rcm View Post
      So, it's going to be first Galaxy SIII, and a week later the Galaxy SIII black edition, then the rocket edition, by the end of the month 20 different models of the same phone. 5 years and apple has made only 5 different iphone models of which 2 where almost equal and still beat Samsung in sales all over the world(and since airlines and the military are using apple products now even the air is apple territory). And yes when the iphone 5 comes out there will be weeks of lines of people waiting for it, and when the Galaxy SIII comes out there going to sit in the shelves until the Galaxy SIV comes out.
      All this is based off opinion. Fact of the matter is, Samsung outsold Apple last year, ya a$$hat!