Samsung ‘protesters' tell Apple Store customers to “wake up”

There’s no love lost between Samsung and Apple. While battles rage on between the two companies in courtrooms around the world – in the long, bitter war over patent disputes – Samsung is increasingly taking the fight directly to the customer.

Late last year, Samsung launched a campaign directed towards Apple’s cult of fanboyism and the devotees who show up automatically at its stores whenever Apple launches a new product. More recently, the company launched a teaser video that subtly mocked Apple’s customers, referring to those who don’t buy Samsung phones as “everyone else” and showing a flock of sheep:

In the latest development, Samsung has taken the fight right to Apple’s doorstep. With the help of Australian marketing agency Tongue, the company staged a ‘protest’ outside the Apple Store on George Street in Sydney.

Android And Me also noted that a bus, emblazoned with nothing more than the words “WAKE UP” was parked outside the Store, while dozens of ‘protesters’ gathered in front of it, waving placards bearing the same message, and repeating the mantra “WAKE UP” over and over again. Video blogger Nate Burr recorded the commotion:

A website, called Wake Up Australia, has also launched, featuring a countdown to the launch of the ‘Next Galaxy’, widely tipped to be called the Galaxy S III. Samsung has confirmed that its new Exynos 4 Quad processor will feature in its latest – and perhaps greatest – Android handset.

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31 Comments

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I find nothing wrong with what Samsung did. A "sheep" is a person that goes to get something only because everyone else has it and is the cool thing to do. All Samsung is doing is telling people to do your own research before buying. No where does it say buy Samsung, they are just saying Wake Up. Do your research, and if the iPhone is the right phone, then get it. Don't buy just to be part of the in crowd.

i would say 30-40% of the people i deal with day in day out (freinds, family, employees etc) have apple products including myself. its a mixed bag of products, from phones to pads to pods, but not one of them is what you call a Fanboy( or girl). all don't even care what name is on it. the product does what they (and I) want it to do and it does it well. I would love to meet these "sheep" people always talk about. I am actually thinking there is no sheep other then apple haters themselves. They themselves are sheep just following the modern cool thing to do in their social group. kids will be kids i guess...

How wonder how many so called "Protesters" use iPhones themselves. Well I guess they needed prior "sheep" experience to be blindly screaming the same thing in the same cloths together with everyone else in the crowd.

Simon- said,
How wonder how many so called "Protesters" use iPhones themselves. Well I guess they needed prior "sheep" experience to be blindly screaming the same thing in the same cloths together with everyone else in the crowd.

My "like" of your comment was with regards to most of the "protesters" having iPhones, not to them supposedly having cult-like experiences... What the actual...?

I really do love the blind Apple bashing by the, as I like to call them Anti-iSheep, people who hate on Apple because it's the cool thing to do. I don't understand why people would limit their choice of smartphones just because of an irrational hatred of a company...

People are weird.

I don't know.. I just find it quite childish and somewhat offensive

I believe you should market your product to show that it's the best rather than degrading the other competitors' product AND their customers

:: Lyon :: said,
I don't know.. I just find it quite childish and somewhat offensive

I believe you should market your product to show that it's the best rather than degrading the other competitors' product AND their customers


yeah tell that to the "mac vs pc" ad....

:: Lyon :: said,
I don't know.. I just find it quite childish and somewhat offensive

I believe you should market your product to show that it's the best rather than degrading the other competitors' product AND their customers

they're just copying Apple once again...

So, everyone else are sheep, but if everyone goes to samsung, won't they become "sheep" too? I've had a long list of cellphones/smartphones, and the best experience so far is my first iPhone (4s model).

My phone does everything I want/need it to.

I'm not a fan of Apple, heck not a fan of any company, I just buy what I want from whoever is offering it, but I still don't understand the Apple hate...

FrancoisC said,
So, everyone else are sheep, but if everyone goes to samsung, won't they become "sheep" too? I've had a long list of cellphones/smartphones, and the best experience so far is my first iPhone (4s model).

My phone does everything I want/need it to.

I'm not a fan of Apple, heck not a fan of any company, I just buy what I want from whoever is offering it, but I still don't understand the Apple hate...

For years Apple let everyone know that they thought of non-Apple users as old, overweight, bad suit wearing people confined to the beige drab office. And the Apple fans thought it was great. Apple commanded their users to Think Different, and the Apple fans marched along in unison. Now Samsung asks their fans to do the same, and they are just haters.

Get over the hater meme. It is used by Apple fans when they have no grown-up way of debating, and all they have left is name calling.

nohone said,

For years Apple let everyone know that they thought of non-Apple users as old, overweight, bad suit wearing people confined to the beige drab office. And the Apple fans thought it was great. Apple commanded their users to Think Different, and the Apple fans marched along in unison. Now Samsung asks their fans to do the same, and they are just haters.

Get over the hater meme. It is used by Apple fans when they have no grown-up way of debating, and all they have left is name calling.

while you're right in many things it must be considered that Samsung does not have a fanbase like Apple's... okay, there's a few android fanboys who would march to battle and die for the beloved Google but that's not the same (although the same as being isheep or any sheep for that matter) - so while Apple can do this kind of things and have at least a nice big bunch of people cheering them for it Samsung is like the ugly girl in the back of the classroom

they are just an OEM who sells Android with crappy custom UI on it, that's all

nohone said,

For years Apple let everyone know that they thought of non-Apple users as old, overweight, bad suit wearing people confined to the beige drab office. And the Apple fans thought it was great. Apple commanded their users to Think Different, and the Apple fans marched along in unison. Now Samsung asks their fans to do the same, and they are just haters.

I don't think it's insulting, I just think it's pure stupid that Samsung is trying to get the Apple, "sheep," to wake up and become...wait for it... Samsung, "sheep." And I never was insulted by the Get a Mac campaign because I felt that the ads were saying Windows computers were, "old, overweight, bad suit wearing...", but not the users. That's just my opinion though.


Get over the hater meme. It is used by Apple fans when they have no grown-up way of debating, and all they have left is name calling.

Remove the word Apple and replace it with another company's name and you'll get the same results. Look above at trip21's comment. Here, I'll quote it.


What make them think the iMorons are going to listen to anything other than the mighty Apple logo?

Totally a grown up way of debating...not.

lunarworks said,
I owned 5 different Nokia phones between 1998 and 2012. They were all great. Then I went iPhone.

I think I'm pretty awake.

I had 3 iPhones and an iPad. Then I woke up and now I have a Samsung Focus.

the things is that samsung just needs to start making better quality products. held the samsung galaxy tab the other day... cheap piece of plastic, not to mention how crappy the os was. oh yeah and saw the new samsung thin line notebooks.. way to go on copying the mac air... LOL

Oh you, you fail at telling the difference between marketing and reality. You do realize that the Macbook Air is a copy of a sony laptop, right?

1. The sheep thing is so last decade. It's been done before.

2. Samsung's campaign is a bit inconsistent. They don't want you to be sheep, but then they have a mob of people all dressed and yelling the same thing?

This actually draws more attention to Apple, and for once the people outside of the Apple store are more bizarre than the ones inside.

Enron said,
This actually draws more attention to Apple, and for once the people outside of the Apple store are more bizarre than the ones inside.

the exact words i was planing to post after 2 minutes into the video.

anyway, that's pretty lame strategic move, makes me wonder how much did samsung payed those people. even more bothering thought, maybe they did it for free...

well, let's hope WP rescue us from those 2 platforms.

Enron said,
This actually draws more attention to Apple, and for once the people outside of the Apple store are more bizarre than the ones inside.

Haha true that! I love Samsung but MAN this is a weird "marketing" tactic