Samsung denies "Wake Up" campaign against Apple

Earlier this week, a ton of people were protesting in front of the Apple Store in Sydney, Australia. The assembled crowd held up signs that said "Wake up" and also chatted that same phrase over and over again. It was first reported that the flash mob of folks were in fact part of a clever viral marketing campaign set up by Samsung to help with the upcoming launch of the Galaxy S III smartphone.

Now Samsung is distancing itself from this marketing effort. SlashGear reports that according to a company representative, "Samsung Electronics Australia has nothing to do with the ‘Wake-Up Campaign."

So the big question is: If Samsung is not responsible for this effort, who is? Perhaps the flash mob was assembled to protest the conditions of workers who make Apple products, which has been in the news a lot in the past few months. It's also possible that this effort is for yet another rival smartphone maker like LG, Motorola or something else.

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or maybe they are protesting apple's involvement with FoxConn, and how being a leader in portable electronics, they should set an example? who knows.

Because nothing says "stop being sheep and wake up" (assuming this was their target message) than all dressing up in the same clothes and doing a cult like protest?

Surprised nobody has traced where this came from yet though - it certainly looks like a company organised it judging by the professionalism of the bus etc. And if it was more of a random public thing you'd be able to find people claiming responsibility and providing more information on it

Well I don't know what the countdown on the website relates to, but Samsung already have a secret countdown (GS3). Why would they make another.

"Samsung Electronics Australia has nothing to do with the ‘Wake-Up Campaign."

Could be a technically true statement. Samsung Australia did not pay for it or organize it, Samsung Australia's parent company did….

I knew it!! I posted in the original forum thread that that i could not find anywhere that it was a Samsung campaign... i want my cookie now

Looks like Samsung is now after Apple's legendary "sheep" user image. You are doing just fine Samsung, just fine indeed.

I'd highly doubt that samsung organized this. Especially in aussie, doesn't seem right.

A bunch of apple haters perhaps.

Lets be honest though, a lot of people buy apple just because they know it and it's "cool" I know because I am often asked to recommend phones for people, they all want an iPhone. People aren't interested in other products. Not EVERYONE need's to "wake up" at all but I do feel other makers do need to be recognized more. The problem is the wake up campaign is NOT the way to do it. It makes everyone (Samsung, non iphone users) look bad. Quite embarrassing.

People need to see the other side, but not be told that their side is stupid. Nothing really wrong with an iPhone. It's just the attitude surrounding it I don't like (personally).

Auzeras said,
I'd highly doubt that samsung organized this. Especially in aussie, doesn't seem right.

A bunch of apple haters perhaps.

Lets be honest though, a lot of people buy apple just because they know it and it's "cool" I know because I am often asked to recommend phones for people, they all want an iPhone. People aren't interested in other products. Not EVERYONE need's to "wake up" at all but I do feel other makers do need to be recognized more. The problem is the wake up campaign is NOT the way to do it. It makes everyone (Samsung, non iphone users) look bad. Quite embarrassing.

People need to see the other side, but not be told that their side is stupid. Nothing really wrong with an iPhone. It's just the attitude surrounding it I don't like (personally).

The other day, I showed one of my friends my Nokia lumia 800. His first reaction was, "hey, is that the Windows iPhone?"

¬_¬ <- My face when.

So who claimed it was Samsung?
Who started the rumour?
Who's getting sued?

... I imagine the same name goes after each question.

"If Samsung is not responsible for the effort, who is?" I believe it was a marketing agency known as Tongue. Everyone assumed Samsung hired them, but I was actually wondering if they were just a bunch of Apple haters, & looks like I was right...

Too funny. I love random campaigns like this, and not just against Apple, but in general. They seem to be "out there" and very guerrilla style, which is always interesting.

Wouldn't be shocked if this was something from Nokia, or even a Motorola secretive campaign.

And for anyone who doesn't get the "Wake up" thing, it's basically trying to get all the iSheep to wake up and see how bad Apple products really are.

Mind you, Apple products aren't half bad, just overpriced and usually you can find something better (imo) for less the price.

jas GFX said,
And for anyone who doesn't get the "Wake up" thing, it's basically trying to get all the iSheep to wake up and see how bad Apple products really are.

Mind you, Apple products aren't half bad, just overpriced and usually you can find something better (imo) for less the price.


"Overpriced" is a very subjective term, indeed. If you go purely by specifications then yes, it's probably overpriced. If you consider the ease of having everything "just work" between Apple devices (which isn't flawless, but which in my experience is better than anything else currently available), as well as the ease of being able to bring your computer into an Apple store for hardware repairs (and that Apple "geniuses" are usually generous in their assessments), then it's worth it. We're now talking about things beyond a single product, though.

Even then, that doesn't make Apple products inherently superior. When I was in grade school and college I had the time to tinker with Windows and Linux while researching hardware and building my own computers. The Apple advantages that I just listed would have meant nothing to me then. But now, with much less free time, I find those features to be incredibly valuable. As things stand, my next computer will be another Apple product.

Ledgem said,

"Overpriced" is a very subjective term, indeed. If you go purely by specifications then yes, it's probably overpriced. If you consider the ease of having everything "just work" between Apple devices (which isn't flawless, but which in my experience is better than anything else currently available), as well as the ease of being able to bring your computer into an Apple store for hardware repairs (and that Apple "geniuses" are usually generous in their assessments), then it's worth it. We're now talking about things beyond a single product, though.

Even then, that doesn't make Apple products inherently superior. When I was in grade school and college I had the time to tinker with Windows and Linux while researching hardware and building my own computers. The Apple advantages that I just listed would have meant nothing to me then. But now, with much less free time, I find those features to be incredibly valuable. As things stand, my next computer will be another Apple product.

Just at a matter of opinion. Well stated.

Is it worth the extra few hundred bucks? Not for me.
Is it worth losing the customization on my Android for iOS? Never.

I mean, what exactly does Apple have that suck people in besides great marketing tactics? I still have yet to figure it out. Is it their closed ecosystem? Is it just because for most common people, having an Apple device is just "hip"?

Either way, it's just one mans opinion. I applaud this campaign, because I still feel like most of the iSheep are full of it and just hipsters. Not all, but a lot. It's all a fashion statement now.

I'm not sure what Apple users are supposed to wake up from? The people who use their products enjoy the way the system and ecosystem work. All these phones and tablets can basically do the same thing, just presented differently. Who cares what you use if it gets the job done.

Mercuie said,
I'm not sure what Apple users are supposed to wake up from? The people who use their products enjoy the way the system and ecosystem work. All these phones and tablets can basically do the same thing, just presented differently. Who cares what you use if it gets the job done.

I think it's because they use the products and don't know what other options they have. Apple is a trend, you're not cool unless you got an iPhone.

no-sweat said,

I think it's because they use the products and don't know what other options they have. Apple is a trend, you're not cool unless you got an iPhone.

I have an iPhone and an iPad. I have Had an Android phone and at work we have Android tablets we use often. I still like my iProducts more.

Why? Not because it's cool. It's because it's the system that works for me. It does what I want in the way I want. I don't hate Android. I'm not an iFanboy. I just like the way my Apple products work. My girlfriend is the same way. She has an Android phone and gets frustrated on simple tasks and likes my iPhone more than her Android. Does this mean we think Android sucks? Or that iPhone is superior? No, it's just the solution that works for us.

I'm toying with the idea of WP7/8 but I want to try it out before I invest and my iPhone hasn't died yet.

no-sweat said,
I think it's because they use the products and don't know what other options they have. Apple is a trend, you're not cool unless you got an iPhone.

People are perfectly aware of their options and many still choose to buy from Apple. Others should just learn how to deal with that, but apparently they can't.

no-sweat said,

I think it's because they use the products and don't know what other options they have. Apple is a trend, you're not cool unless you got an iPhone.

Please. Android is way more popular than iOS, its blatantly obvious. The whole notion that iPhone represents "cool" is inconsistent with what is really popular. Android fanatics can't have it both ways: either Android has the biggest marketshare and is therefore what is "cool" and popular or they don't and are the underdog. Give it up, you are the new hipsters .

Mercuie said,
I'm not sure what Apple users are supposed to wake up from? The people who use their products enjoy the way the system and ecosystem work. All these phones and tablets can basically do the same thing, just presented differently. Who cares what you use if it gets the job done.

A few years ago Apple made a series of commercials called the Switch campaign. They were asking people to switch from a PC to Mac. I don't see the difference between switch, and people asking Apple users to "Wake Up." The PC users enjoy the way the system and ecosystem work. Those switch commercials were cheered by the Apple faithful. Now we have people/company using the same tactics Apple did, trying to get people to consider other options. And looking at some of the comments, the Apple faction doesn't like it.

nohone said,

A few years ago Apple made a series of commercials called the Switch campaign. They were asking people to switch from a PC to Mac. I don't see the difference between switch, and people asking Apple users to "Wake Up." The PC users enjoy the way the system and ecosystem work. Those switch commercials were cheered by the Apple faithful. Now we have people/company using the same tactics Apple did, trying to get people to consider other options. And looking at some of the comments, the Apple faction doesn't like it.

Actually, there's a difference. The switch campaign started in 2002 and it ran for like a year or so. It featured, "real," people who explained their frustrations with Windows, and what they like about their Mac. You know, testimonials. The Wake Up campaign is just a mob of people who are all dressed the same, chanting the same thing, and holding up the same sign. What are they selling? Individuality?

I'm also going to take a guess as to why the Apple faction doesn't like it, and it has to do with the irony of it all. Apple users are painted with the same brush by others like yourself because you let the actions of a sect represent all of humanity. They are told by the anti-Apple crowd that the only reason that they are buying an Apple device is because of the logo, and to appear cool. They are called iSheep. They are told that they are stupid for their purchase, and that they belong to a cult. Apple is a religion! I see it on Neowin and Engadget constantly. And then Samsung allegedly hires an ad agency that hires a group of people to act like a cult and yell at Apple users to wake up. Really? When did Apple use these tactics?

are you a teen or tween?

no-sweat said,

I think it's because they use the products and don't know what other options they have. Apple is a trend, you're not cool unless you got an iPhone.

omgben said,

Actually, there's a difference. The switch campaign started in 2002 and it ran for like a year or so. It featured, "real," people who explained their frustrations with Windows, and what they like about their Mac. You know, testimonials. The Wake Up campaign is just a mob of people who are all dressed the same, chanting the same thing, and holding up the same sign. What are they selling? Individuality?

I'm also going to take a guess as to why the Apple faction doesn't like it, and it has to do with the irony of it all. Apple users are painted with the same brush by others like yourself because you let the actions of a sect represent all of humanity. They are told by the anti-Apple crowd that the only reason that they are buying an Apple device is because of the logo, and to appear cool. They are called iSheep. They are told that they are stupid for their purchase, and that they belong to a cult. Apple is a religion! I see it on Neowin and Engadget constantly. And then Samsung allegedly hires an ad agency that hires a group of people to act like a cult and yell at Apple users to wake up. Really? When did Apple use these tactics?

No, it is a double standard, pure and simple. Apple has "real" people like movie, sports, and music stars, and those are considered normal people. There were just people off the street in those Apple commercials. But Apple competitors use regular people in their commercials, and we need to expose them. Remember Lauren? Oh, she was an aspiring actress so the Apple fans had to track down and expose every detail, including her address so all she really is. Then there were many who were not actors, but they were paid, so they didn't count - but it is fine if Apple commercial actors are paid, because they are just giving their true, honest opinion. It is treated as if only Apple supporters are permitted to have opinions, everyone else is just a big corporate stooge.

A perfect example is how for years Microsoft was criticized for earning billions to the point of calling them M$, but don't you dare criticize Apple's success. I personally think this may have been a group of anti-big business people, going after the biggest business of them all. But we don't know who was behind this, no proof, no evidence, but we need to attack somebody for their transgressions against the mighty Apple, so lets go after Samsung, and whomever we should consider a hater today.

Shadrack said,

Please. Android is way more popular than iOS, its blatantly obvious. The whole notion that iPhone represents "cool" is inconsistent with what is really popular. Android fanatics can't have it both ways: either Android has the biggest marketshare and is therefore what is "cool" and popular or they don't and are the underdog. Give it up, you are the new hipsters .

My "you're not cool unless you got an iPhone." was a joke. That's what people with iPhones think, not me.