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
This article is over a month old, voting and posting comments is disabled
2/7/2012 3:59:02 AM
I just realized that 72 and Sunny is the ad agency that did this. I've worked with those guys for years on campaigns for brands like Activision and Carls Jr/Hardees.
Motoman and retrospooty's insane comments ("[iDevices are] a kind of social Darwinism", "The only good thing is that when a rational person spots someone with an iDevice, they are forewarned not to bother that person with facts or reason...since it's been exhaustively proven that such things mean nothing to religious zealots.") are hilarious given that every single person st the agency is a bigtime Machead. The same can be said for the ads I've done for Microsoft and HP as well.
I just worked with the agency last Friday. On set, nothing but Macbook Airs, Macbook Pros, iPads, and iPhones. Some poster's extremist posts here are hilarious given that people who love the products you hate actually made this.
Anyway, some people may think there is cognitive dissonance at work but it's just a paycheck. Just because someone sells fast food doesn't mean they eat the crap, you know?
Also, big ups on them getting The Darkness for the commercial, so awesome
"My sex life is pretty good" -- Steve Jobs' random musings during the 2010 D8 conference
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