Samsung Wants Customer Loyalty Like Apple, Ribs Apple Fans Again in Super Bowl Ad
February 6, 2012 9:58 AM
comment(s) - last by
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
This article is over a month old, voting and posting comments is disabled
RE: Never happen
2/6/2012 9:09:45 PM
Remember how they handled customers who had infected computers? They simply said "Mac's don't get viruses", and the problem magically went away. LOL great Customer Support there.
RE: Never happen
2/7/2012 2:53:11 AM
That's because they don't really get viruses, self-executing and self-replicating malware, and neither does Windows 7. There is a lot to be said for user authorized elevating of admin rights. This is why XP is a security disaster and why OS X and Vista/7 are not.
are a different story, and nothing can stop a user from running malicious software themselves. Other malware vectors are plug-ins like Flash and Java. However, if you're going by the silly non-technical Mick definition of malware, aka
malware is a virus, then yes, Macs and PCs still get viruses. :p
Finally, Apple didn't deny that there were security issues, security hotfixes were released that addressed the problem. Furthermore, Norton AV was a bundle in .Mac accounts for years, and they sell security software in their own stores.
I don't expect unbiased posts from you nor Motoman though, so keep cherry picking sentences to make your non-points.
RE: Never happen
2/7/2012 10:03:43 AM
So you're saying that DIDN'T happen? I know it did, so stop deflecting. Customers with legitimate problems were, frankly, told to shut up and suck it. That's NOT great customer service.
But it does show the self-superiority complex that Apple and it's customers exhibit. Case in point, you.
That's because they don't really get viruses
Oh my GOD! Are we really going to cover this ground again? Obscurity is NOT security. They can and DO get viruses. End of discussion.
This is lame even for you.
RE: Never happen
2/8/2012 5:15:03 AM
Customers weren't told to shut it, they were told that a solution was being worked on and a hotfix came out in about a week.
Can malware be an issue, absolutely! Trojans and worms, yes! Viruses, not really!
We are not using the Jason Mick definition of virus as a catch-all for malware, that is stupid, we are using what knowledgeable people use, which is that a virus is a program capable of self-installing and replicating without user intervention or assistance.
If a piece of malware doesn't self-execute and is instead an application that says "please install me" and the user installs it (elevating admin rights in the process), it is a trojan, not a virus!
One of the top hits on Google from came back with this:
Pop quiz, do you know which operating system had far more viruses than OS X despite Apple having a significantly smaller user base?
Lack of viruses isn't completely a product of security by obscurity, it is the fact that unix style elevation of admin rights makes a virus really frigging tough. It is why trojans and worms are a much bigger problem for Vista/Windows 7 than viruses, and it is why even MacOS9 with its relatively small userbase had viruses while the far more popular OS X doesn't.
"My sex life is pretty good" -- Steve Jobs' random musings during the 2010 D8 conference
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