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