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
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RE: Never happen
2/7/2012 6:24:19 AM
Yeah, sounds like the old hat x86 vs. PPC arguments you used to hear before Apple switched to x86 as well. I'm guessing this character also forgets the price/tech/performance evaluations done when the x86 Macs came out and found that lo and behold all of the formerly "rational" arguments about price had gone out the window. Perhaps this knucklehead could also argue that Intel sucks since it "just" rolled out a SATA III sandforce drive behind all the others, never mind how the articles makes it clear that Intel was focused on quality. By this logic, if Apple doesn't have 4G LTE battery sucking idiocy in it, it is clearly an irrational product to buy and Apple is only milking it's idiot customers with a subpar product. It's obviously in Apple's best interest to not wait for a reduction in the manufacturing process because, hey, who doesn't want to "upgrade" from 7 hours of battery life to 3? All I need point to is the 4S sales numbers for Q4 where everyone in the market got flattened by Apple. Certainly, there can be some mindless trendy folks who only want an Apple product because it's cool. The vast majority likely get them because of let's see, incredible ease of use, functionality, award winning industrial design prowess, its connection and ease of use with other products in the Apple ecosystem (yep, I said it), industry leading customer service and product satisfaction, etc., ad infinitum. Yeah, it's all clearly irrational behavior to actually buy one of these products. Once again, if your droid or Windows phone works for you, great. Enjoy. Don't be bitter, however, because no one waits in line for it. BTW, Samsung just added the perfect punctuation to their Apple-poking ads with that super bowl bit. Yes, actually show people waiting in line for your competition, then make the point that the next great thing (a stylus!!!) is already here. Then, have a bunch of pomp and circumstance basically saying, "Hey! We're really more awesome and exciting than that phone that everyone's waiting in line for!" Boiled down, the ad is a nanometer's worth of improvement of some chick fighting a robot in an arena to try and sell a phone. Dumb. Microsoft seems to have finally gotten the idea in switching from the stupid home renovation ads to actually showing what their products can do for people. Since it's taken 5 years for Ice Cream Sandwich to start getting on par with iOS, perhaps it will take another 5 years for Droid makers to get their marketing strategy in gear. If they do, and combine it with the "Free!" and "Two-for-one!"-offers already used to sell their product, they may finally have some insulation from a new Apple product release. I for one, however, am not counting on it.
RE: Never happen
2/7/2012 9:17:09 AM
AHHH THE BORG HAS MANIFESTED ITSELF INTO DT COMMENTS!!
RE: Never happen
2/8/2012 1:59:47 PM
This made my day :D
"A politician stumbles over himself... Then they pick it out. They edit it. He runs the clip, and then he makes a funny face, and the whole audience has a Pavlovian response." -- Joe Scarborough on John Stewart over Jim Cramer
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