Print 17 comment(s) - last by Myrandex.. on May 29 at 11:04 AM

  (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.

[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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By Cheesew1z69 on 5/27/2014 7:23:36 PM , Rating: 3
Lame MS, lame.

RE: Lame...
By Reclaimer77 on 5/27/2014 7:29:31 PM , Rating: 2
They're just calling MORE attention to Samsung. I, what are they trying to accomplish with this stunt?

RE: Lame...
By JasonMick on 5/27/2014 8:53:36 PM , Rating: 5
They're just calling MORE attention to Samsung. I, what are they trying to accomplish with this stunt?
I don't know... I'm divided on this one. I agree with all y'all... this seems pretty lame. But then again, naming a terminal after your product is also pretty lame as well.

It's all really cheesy. But I guess countering cheese with cheese is a bit more palatable.

I agree with you Reclaimer that this attracts attention to Samsung but I think there's one thing you're missing.

Samsung ALREADY has a ton of attention attracted to it. It's the world's #1 smartphone maker.

If Nokia -- who last I recall wasn't even in the top 10 -- can be mentioned in the same sentence as Samsung is proof that its a success.

The situation was analogous to when Apple -- a bit player at the time in the computer market with little brand visibility to most casual consumers -- began is "Get a Mac" campaign. While the campaign clearly reminded customers of Gates and Microsoft (and was rather disingenuous to boot, at times), it injected Apple in the discussion.

The fact that we're talking about Nokia in the same sentence as the world's most successful smartphone maker (Samsung) is proof that on some level its marketing efforts are working.

RE: Lame...
By Reclaimer77 on 5/27/2014 9:10:09 PM , Rating: 2
But "Get a Mac" had something to say. "Mac vs PC" had something to say. Samsung's adds making fun of the iCrowd WHILE also highlighting their own devices, had something to say.

What does this say about Nokia phones or it's products? How many people even get what a "Lumia" is? Galaxy is a household name, Lumia is not.

I think Microsoft should fire their advertising firm, because it's honestly been horrible. Stunts like this just don't cut it.

What does this say about Windows Phone? Nothing!

The Surface ads were also a complete disaster. What in the hell did people jumping around snapping the keyboard back and forth like meth addicts have to say? Nothing!

If you want to go negative, great, go negative. But also tie that into saying something, ANYTHING, about the "better" alternative that you are here to offer us.

This just doesn't speak to me as a consumer. I don't get it.

RE: Lame...
By michael67 on 5/27/2014 10:04:38 PM , Rating: 1
But "Get a Mac" had something to say. "Mac vs PC" had something to say.

And WP has noting to say?

WP is imho by far the best OS for the average user, its way simpler then iOS and Android in use.

The only thing WP is missing are some app's, like i would like to have a bank app and public transport app, both are there for iOS and Droid.

What would make WP perfect, is if there was a Android app emulator build in, in WP.

Preferable one that only runs apps that from the MS app store, and are signed by MS, so app makers just have to get a certificate.

It dose not even have to run games, just the simple useful apps, like the banking app or eTicket bus app.

With little pain in her hard my wife got rid of her Lunia 900, just because she misses the bus, bank and some other app's, and i got here a LG Nexus 4, but if MS get there app act together, she will happily switch back to WP.

Me i still like my Lumia 920, and the ballance is for me still slightly on the WP site even do i miss also those apps tho i use them lass then my wife.

The bottom line is for me if people ask me what phone they should buy, i say check if WP has all the apps you need, if so pick WP, if not pick iOS or a droid phone.

As WP has the best OS, ware droid and iOS have the better ecosystem, but in daily use, WP really has something of the others, and its imho worth being said out loud.

RE: Lame...
By StevoLincolnite on 5/28/2014 2:14:18 AM , Rating: 2
The only thing WP is missing are some app's, like i would like to have a bank app and public transport app, both are there for iOS and Droid.

A Bank app is something I thought I would need, but instead I just created a tile to my bank account via Internet Explorer and it works perfectly.

I still occasionally nag my bank for an app though, things won't change if there is no demand, aka. Chicken and egg scenario.

RE: Lame...
By Myrandex on 5/29/2014 11:02:35 AM , Rating: 2
I did this too but I also did switch banks to Chase which appears to be one of the leaders of mobile app development (them, USAA, and Bank of America appear to be the top three I've seen).

The biggest benefit of the app over the tile is the ability to deposit checks. I don't know why banks don't add this ability to their sites. The technology exists. All they need to do is present boxes where users can upload images of the front and back of check. Sure users have to manage the pictures then and delete them on their own afterwards (if they want), but it is technically feasible.


RE: Lame...
By Reclaimer77 on 5/28/2014 8:16:01 AM , Rating: 2
Michael, I certainly appreciate your opinions on Windows Phone. I just want you to know I wasn't talking about Windows Phone at all or the ecosystem. I was speaking strictly about Microsoft's ad campaigns and was levying zero criticism against the product itself.

RE: Lame...
By hrrmph on 5/28/2014 10:03:06 PM , Rating: 2
Okay, I'll do it for you:

I wish that instead of wasting money on this ineffective stunt (which you very accurately called out as such), that they would instead spend some resources on adding functionality to WindowsPhone.

Adding native support for high-definition audio formats would be a good start (FLAC, etc).

Providing 1080P 120 frames per second and 4K 60 frames per second video recording, and hardware encoding and decoding of H265 video formats would help.

And dear heavens, where in the aach eeee double toothpicks is the Micro-SDXC slot and removable battery on a Lumia?

Samsung, Sony, and most recently LG "get it," but Microsoft just seems lost here. How did they expect to "attack" a far superior product (the S5) with a mid-range half-crippled-by-design brand like Lumia.

All they did was prove that two companies are willing to engage in silly and annoying marketing ploys. Only one of them has a competitive product.

Full disclosure: A WinPhone sits on my desk gathering dust (a Samsung ATIV S) along with a rarely used Google Nexus 7. These half-baked, cheapo designs are only good for what-if educational experiments. For everyday use, they are quite solidly beat by other more fully-featured devices.

RE: Lame...
By Myrandex on 5/29/2014 11:04:22 AM , Rating: 2
My wife's coworker Lumia has a removable battery, SIM Card, and Micro SD card. Mine doesn't have the removable battery but it does have the SD card.

RE: Lame...
By nikon133 on 5/28/2014 5:03:53 PM , Rating: 2
You are not typical consumer.

First, you are much more knowledgeable than typical consumer.

Second, you are firmly Android supporter.

Stints like this can motivate average Joes to check out what the heck that "Lumia" thing is. It can draw people attention to the brand. And, as the other poster stated, I do think that WP is great choice for everyday customers, as long as they don't require very specific app that does not exist in WP ecosystem. Add to that fact that Lumia is covering full range of phones, from cheapest to high-end... while keeping design language and brand recognition quite well, regardless of phone price... the more people go to check out Lumia, the more people will decide to give it a go.

I'd never rely on this strategy as my only, or my major advertising approach, but as additional component, I think it has it's place.

RE: Lame...
By retrospooty on 5/27/2014 9:26:43 PM , Rating: 2
"this seems pretty lame. But then again, naming a terminal after your product is also pretty lame as well."

It was , but they should have just let Samsung stew in its lameness... Instead they upped the anti of lame and went full in.

RE: Lame...
By Jim_Liquor on 5/27/14, Rating: -1
RE: Lame...
By inighthawki on 5/27/2014 8:27:25 PM , Rating: 2
As someone who's not all that crazy about android and generally really likes MS products, this was pretty lame.

RE: Lame...
By Cheesew1z69 on 5/28/2014 11:36:30 AM , Rating: 2
Awww ... Fandroid get butt hurt?
No troll, I just think it's lame. You do know what an opinion is right?

RE: Lame...
By Flunk on 5/27/2014 9:02:27 PM , Rating: 2
Yes, totally lame. Samsung renaming the terminal is just as lame too. I wonder if any of this stupid stuff actually works. Are they really people that sponge-headed?

RE: Lame...
By OoklaTheMok on 5/28/2014 4:07:47 PM , Rating: 2
I think renaming an airport terminal is mega lame, borderline sad and pathetic. It's not like they are naming a spaceport or anything space related. It's an airport terminal, and the only connection between the two is the number 5.

What if Apple had renamed the terminal to the iPhone 5 terminal? That would have been dumb too.

What if Nokia had renamed a nearby bridge to the Lumia 520 bridge, when the Lumia 520 was released? That would have been dumb.

I do think I understand what the Luminauts were trying to go for in terms of effect and communication. Lumias are not only out of this world, but that Samsung is outdated, akin to comparing airplanes to spaceships.

"It looks like the iPhone 4 might be their Vista, and I'm okay with that." -- Microsoft COO Kevin Turner

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