Samsung Wants Customer Loyalty Like Apple, Ribs Apple Fans Again in Super Bowl Ad
February 6, 2012 9:58 AM
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The new ad promotes the new Samsung Note
As far as product obsession goes, Apple is definitely the company to beat. Apple loyalists aren't only concerned with the technology behind devices like the iPhone or iPad, but also feel they obtain a certain status by owning the latest gadget with an Apple logo. They have a love for the brand, and Samsung is looking to grab consumers' attention the very same way -- while throwing a punch or two at Apple, of course.
Younghee Lee, Samsung marketing executive, is working to
make Samsung as lovable of a brand as Apple
to consumers. She wants them to not only recognize the functionality of the products, but also feel something for Samsung personally.
Lee, who used to work for cosmetics companies Lancome and L'Oreal, started working for Samsung four and a half years ago. She was known as the "cosmetics lady," and many in the technology industry couldn't figure out what Samsung was doing hiring a person familiar with make-up. However, Lee argued that both make-up and devices like smartphones have something in common -- they're both based off of technology, but also give consumers a sense of who they are by owning them.
"Very often, people believe cosmetics are a box of hopes or illusions," said Lee, who added that cosmetics are technology-based as well. "Mobile can be a symbol of who you are. A lot of people believe, 'what I have in my hands is me.'"
That's exactly what Lee is trying to target with customers. She wants to grab at their heart strings and make them feel a love and loyalty for Samsung's products.
"Especially in the U.S., people are obsessed with Apple," said Lee. "It's time to change people's attention."
Samsung Galaxy Note
Samsung did just that in its latest jab at the Cupertino company. In a commercial that appeared during the Super Bowl yesterday, a line of fans, assumed to be Apple fans waiting outside for the next big Apple release, are swayed away from the line when they discover their love for Samsung products. Justin Hawkins, lead vocalist and guitarist for the British glam rock band The Darkness, appears on the street singing the band's hit song, "I Believe in a Thing Called Love," as the ex-Apple fans join Samsung lovers in a series of celebratory events like dancing and shooting themselves from cannons. The ex-Apple fans make statements like, "We're free!" to show their newfound love for Samsung instead.
This commercial, which promotes the Samsung Note, is the
sequel of a previous ad Samsung released
back in November 2011. That particular commercial mocked a line of Apple fanboys waiting days in advance for the next Apple release as well. This latest Super Bowl ad seems to add a bit more depth to the commercial than just mocking Apple, with more of that love for Samsung that Lee was talking about.
Check out the commercial for yourself if you happened to miss it:
There has been increased rivalry between Apple and Samsung over the last year especially. For starters,
Samsung's Android-powered devices outsold the iPhone 5-to-2
and had nearly 50 percent of the market back in August 2011. However, Apple made a big comeback at the end of the year and ended up
beating Samsung in 2011 global smartphone sales
Aside from sales, Apple and Samsung have other issues. Last April, Apple began launching a series of lawsuits against Samsung around the world, accusing the South Korean electronics maker of
copying the iPhone and iPad
with its Galaxy S 4G, Epic 4G, Nexus smartphones, and Galaxy Tab 10.1. Samsung flung a few lawsuits back as well, such as the
3G lawsuit against Apple in France
. However, Apple still successfully banned Samsung's Galaxy Tab 10.1 in
In December 2011, Samsung was able to lift the ban in Australia, but is still working to do the same in Germany. Apple just recently decided to
expand its patent claims
against Samsung in Australia as well in hopes of reinstating the ban.
All Things D
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Where Samsung gets it wrong
2/6/2012 10:29:02 AM
If you want loyalty like Apple, maybe you should market your products like Apple?
Microsoft did a study in the early 90s that determined that features do not sell products (HDMI port, SD card slot, 4G, etc). They determined that a paradigm shift was necessary. You must change how people work, not what they can do.
To date, Apple's greatest theft was of the results of that study. They seem to be the only company that does this. They sell their products based on them changing your life, not simply letting you do more than a competitor.
Samsung, as a company, offers good quality products (made in sweat-shops like Apple), but they have a terrible time innovating. "Copy and add features" is their motto. Samsung needs a new direction if they really want to have loyalty.
RE: Where Samsung gets it wrong
2/6/2012 11:54:13 AM
But Apple does not RULE my life...so they can try and change me to their way of thinking... (Cult Like) or I can continue to be my own person and purchase what works for me. Don't live your life as a follower.
I choose NOT to be a slave to a company and their products.
As consumers....WE have the ultimate power to choose how and where we spend OUR money. Apple does NOT rule me and they're have always been other products available. Apple did NOT have the first tablet in the market. They just enlarged an existing product they had.
RE: Where Samsung gets it wrong
2/7/2012 4:14:48 AM
Dude, don't get carried away.
It's not about Apple dictating to you how you can or should live your life, it's a company.
What they try to do is show you how the device CAN change your life, for example with Siri or Facetime - they focus on the options their devices give you, SHOULD YOU WANT THEM.
It's like any good advertising, for any product - it shows you what you can do with this product that you couldn't before. Your reaction is like responding to a microwave commercial by saying 'U DONT RULE MY LIFE, YOU CAN'T TELL ME I SHOULD MICROWAVE STUFF'....
Seriously, to compare buying a product with being a slave? Beyond ridiculous.
"My sex life is pretty good" -- Steve Jobs' random musings during the 2010 D8 conference
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