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  (Source: Nokia Conversations)
The guerilla marketing targeted the Galaxy S5-branded terminal at London's Heathrow Airport

Samsung Electronics Comp., Ltd.'s (KRX:005930) (KRX:005935) Galaxy S5 has been a pleasant surprise both in sales and in spec.  While there was no metal unibody, Samsung's latest flagship smartphone did feature a major overhaul to the camera, traditionally one of the weakest points of the Galaxy line.  Samsung is trying its best to leverage this success to return to the swifter growth it experienced in 2011 and 2012. Among other things it's paid for a pricey name change to Terminal 5 of London's Heathrow Airport, which is now the "Terminal Samsung Galaxy S5."

What could possibly go wrong?

Well, apparently Microsoft Corp.'s (MSFT) newly acquired Nokia Devices unit decided to troll Samsung by "entering its galaxy".  A post on Nokia Conversations -- a company blog -- details how "Lumianauts" invaded the Samsung-branded terminal, hijacking its space for a bit of guerilla marketing of their own.

Lumianauts
[Image Source: Nokia Conversations]

Writes Microsoft/Nokia Devices:

Once the brave Lumianauts stepped foot in to the brand new terminal, though, they quickly learned that there was no such thing as a flight to ‘the Galaxy.’ Rather, the terminal had taken over by advertising for another mobile phone company.

Nokia has resorted to aggressive marketing in recent years to restore its smartphone brand to profitability.  While Samsung made fun of Apple, Inc. (AAPL) hipsters with its "Fanboys" commercials, Nokia made fun of them both with its chuckle-worthy "Don't Fight, Switch" commercials.  Nokia also got more guerilla, parking Lumia-branded trucks in front of Galaxy S4-branded billboards in the UK.  

Nokia has also been fond of using Twitter for an aggressive brand of social media marketing.  Last year it blasted Apple for seemingly imitating its colorful designs with the iPhone 5C.  More recently it leveled similar criticism against Android rival HTC Corp. (TPE:2498).

It remained to be seen if such beligerent marketing would continue in the Microsoft era, but it looks like the answer is "yes".

Sources: Nokia Conversations, via Neowin





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