Latest marketing campaign all about getting consumers obsessed with Samsung
While Samsung’s latest marketing campaign seems focused on mocking the culture of obsession surrounding Apple’s iPhone, the goal of the ads is less about tearing down the competition and more about creating a similar bond between consumers and the Galaxy line of Android smartphones, according to marketing head Younghee Lee. “People are obsessed with Apple,” said Lee in a conversation with AllThingsD, “it’s time to change people’s attention.” The way to do this, Lee feels, is by engaging with customers “from the bottom of their heart.”
Samsung wants to move away from consumer perceptions of the company as a big, foreign tech conglomerate and create a connection with users that is meaningful and lasting. The irony here is that they are attempting to do so while continually tearing down the cult of Mac, poking fun at those who would wait in a line for “the next big thing” while Samsung’s own desire is to see the same lines forming for the launch of their next Galaxy handset. The ads do a great job of illustrating their point, but not everyone is buying it. “Samsung’d” was welcome by some but meme-worthy to others. The same goes for “Dude, you’re a barista.” Whether or not the TV spots are a hit or a miss, here is some free advice for Sammy: keep making great phones and people will continue to eat them up.
[AllThingsD via BGR]