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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2/6/2012 11:42:21 AM
The one thing Apple has that Samsung cares little about is customer service. Like them or not Apple takes care of their customers. Try returning anything to Samsung, smartphone, notebook, TV. Good Luck! Samsung makes fine devices but sometimes they fail and when they do you have to throw them away. Apple customers, which I am no, are so loyal because they receive a level of support which does not exist at any other company period.
RE: Customer Service
2/6/2012 12:27:26 PM
With Samsung, the support procedure is:
Email or call. Wait. Go through a bunch of half-assed troubleshooting for like 5 exhanges. If you manage that, you return the product to Samsung. At your expense. And wait...and hope.
With Apple, you go to their site, set an appointment, and THEY will call YOU with someone usually quite polite and knowledgable. Or you can go to their store, and get taken care of if you are in warranty...and sometimes not.
THIS was the prime factor that made me choose a Macbook Air as my laptop. It's already had a problem, but it was resolved lickety-split. No shipping, no Geek Squad service plan to go through, no broken anything. If I had any other brand, I'd be down a month for a broken AC adapter. Overall, I like the product...still like Win7 better than OSX (I use both on the laptop). The only nagging problem right now is Apple writes incomplete drivers for Windows, specifically for the BT controller.
RE: Customer Service
2/7/2012 3:13:17 AM
A friend of mine had a Macbook Pro that was nearly three years old. It started having random crash issues. It turned out that it was an issue with the motherboard. A replacement mobo (free and covered under warranty) didn't fix the issue, so he took it in a second time. They tried again and it still didn't solve the problem.
So what did they do? They gave him a brand new MBP, completely updated from his three year old model. Another friend got his iPhone wet and bricked it, totally his fault. They replaced it even after he said it was no fault, no problem.
There's a reason why Apple is rated so highly for customer satisfaction. Dell and HP consumer divisions, good luck (business is a different story). Your Samsung story doesn't surprise me. They are among the worst in terms of supporting new OS versions with their phones, I don't expect good service for damaged hardware either.
RE: Customer Service
2/6/2012 2:20:43 PM
Everyone has a story... My Samsung plasma TV broke, i opened a ticket online, got a call from an intelligent person who sent a tech to my house a couple days later and it was fixed.
Then the replacement part broke, but now my TV was outside of it's warranty period. Samsung basically said 'close enough' still honored the warranty and since my TV had fried another power supply, they just replaced the whole thing. Again... brought to my house and installed. Tech gave me his cell phone number and told me to call him personally if I had any issues. Even thought the warranty was over, Samsung puts a guarantee on their service.
"Paying an extra $500 for a computer in this environment -- same piece of hardware -- paying $500 more to get a logo on it? I think that's a more challenging proposition for the average person than it used to be." -- Steve Ballmer
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