Samsung exec says mocking Apple


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It?s official: Making fun of ?iSheep? has been both fun and profitable for Samsung. In an interview with AdNews, Samsung Australia?s chief marketing officer Arno Lenior said that the 2011 Samsung ad that ridiculed Apple fans for unquestionably loving everything about the iPhone helped propel the company?s brand to a whole new level.
 
?That really did mark quite a tipping point for us globally,? he explained. ?We were able to tell a cheeky story ? if you think about it, we?re a Korean company starting to really mess with the order of things? You?ve got fanboys after fanboys going, ?You can?t put that out there,? and then the Samsung fans saying, ?Yes, you can?, and they?re starting to have that conversation, which is brilliant. So that piece of content has been amazing for us, both globally and here in Australia.?
 
The trouble for Samsung, however, is that its own success will make it a bigger target for the same sorts of ads that the company deployed so effectively against Apple. Even so, Lenior tells AdNews that the company still thinks of itself as an underdog that has something to prove in the mobile market.
 
?I don?t think the public sees us as a market leader just yet, and I quite like that,? he said. ?I like being thought of as a challenger brand ? I think even though we will be in most segments a market leader, we will always be acting like a challenger. And that comes back to that perpetual state-of-crisis mindset.?

 

 

 
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so, Samsung considers insulting customers to be a good thing?

Agreed. Personally I think they made themselves look childish by doing these commercials.  I sure lost a lot of respect for them.

 

You don't use our phone, so we'll insult you... Yeah that's brilliant marketing...

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so, Samsung considers insulting customers to be a good thing?

 

 

Agreed. Personally I think they made themselves look childish by doing these commercials.  I sure lost a lot of respect for them.

 

You don't use our phone, so we'll insult you... Yeah that's brilliant marketing...

 

While I really don't care much for Samsung these days, they are not the only ones doing this kind of marketing.  I seem to remember a wedding video commercial make by Nokia mocking the hell out of iPhone and Android users.

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While I really don't care much for Samsung these days, they are not the only ones doing this kind of marketing.  I seem to remember a wedding video commercial make by Nokia mocking the hell out of iPhone and Android users.

Yep, that was probably the worst of them all.  At least Samsung showed some of the features of the phone in theirs, whereas Nokia simply wasted a minute of our time with a failed comedy attempt that had nothing to do with the actual product.

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Yep, that was probably the worst of them all.  At least Samsung showed some of the features of the phone in theirs, whereas Nokia simply wasted a minute of our time with a failed comedy attempt that had nothing to do with the actual product.

 

The problem I have with a lot of marketing, mostly Apples and MS related ones, is just that...they trash the competition and say little to nothing about their products.

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You know, you can say the wedding ad was bad, however, after that ad came out, many people that saw me with a Windows phone said they had seen the ad, thought it was funny, then started asking me about my phone.

 

Just because you consider it bad form, honestly doesn't matter. It gets the name out there and it works.  It obviously worked for Samsung. 

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The problem I have with a lot of marketing, mostly Apples and MS related ones, is just that...they trash the competition and say little to nothing about their products.

I think Apple's been doing better lately.  I don't really recall any of their ads taking direct stabs at the competition and they seem to be using the complete ad time to showcase features.  A hell of a lot better than those Apple vs PC ads from back in the day, which were atrocious.

 

But, if I hear one more Microsoft ad narrated by Siri, I might have to cut my ears off.  :rofl:

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Agreed. Personally I think they made themselves look childish by doing these commercials.  I sure lost a lot of respect for them.

 

You don't use our phone, so we'll insult you... Yeah that's brilliant marketing...

Isn't this the same thing as Apple with Mac OSX did against Microsoft with Windows?

 

Apple is just tasting their own medicine right now.

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Didn't Android actually became decent perf. wise after 2011? Lot of things are responsible for it not just those ads.

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You know, you can say the wedding ad was bad, however, after that ad came out, many people that saw me with a Windows phone said they had seen the ad, thought it was funny, then started asking me about my phone.

 

Just because you consider it bad form, honestly doesn't matter. It gets the name out there and it works.  It obviously worked for Samsung. 

 

A lot of people also thought the ad was dumb...MS, Apple, and Android users alike.  But regardless, I prefer ads to tell me about the product. 

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I think Apple's been doing better lately.  I don't really recall any of their ads taking direct stabs at the competition and they seem to be using the complete ad time to showcase features.  A hell of a lot better than those Apple vs PC ads from back in the day, which were atrocious.

 

But, if I hear one more Microsoft ad narrated by Siri, I might have to cut my ears off.  :rofl:

 

Apple is getting better but MS is worse than Apple ever was.  If I see one more fear/paranoia based ad from MS, I am going to nuke Redmond from orbit.  I just find it funny Google is just sitting back and enjoying the show.  They have nothing to worry about, but even when they were just starting out, they really didnt do anything like this...that I remember.  But then again, I forgot what I ate 10 minutes ago...

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Apple is getting better but MS is worse than Apple ever was.  If I see one more fear/paranoia based ad from MS, I am going to nuke Redmond from orbit.  I just find it funny Google is just sitting back and enjoying the show.  They have nothing to worry about, but even when they were just starting out, they really didnt do anything like this...that I remember.  But then again, I forgot what I ate 10 minutes ago...

That's actually a really good point.  Google doesn't do much of anything with advertising.  Microsoft does their Bing and Internet Explorer ads, but I can't off-hand remember seeing an ad for Google.com or Chrome.  And they pretty much sit back and let their hardware manufacturers do the advertising for them.

 

They definitely have a unique position in the market.

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That's actually a really good point.  Google doesn't do much of anything with advertising.  Microsoft does their Bing and Internet Explorer ads, but I can't off-hand remember seeing an ad for Google.com or Chrome.  And they pretty much sit back and let their hardware manufacturers do the advertising for them.

 

They definitely have a unique position in the market.

I've seen Google ads for Chrome (and their other services). Not so much on tv, but a lot of the movie theaters around here show them. Quite a good ad too.
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That's actually a really good point.  Google doesn't do much of anything with advertising.  Microsoft does their Bing and Internet Explorer ads, but I can't off-hand remember seeing an ad for Google.com or Chrome.  And they pretty much sit back and let their hardware manufacturers do the advertising for them.

 

Must be a regional thing, but I see Chrome ads all the time on TV.

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I've seen Google ads for Chrome (and their other services). Not so much on tv, but a lot of the movie theaters around here show them. Quite a good ad too.

Makes sense.  I just noticed they have a YouTube channel with some ads.  This one is done really well:

 

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Makes sense. I just noticed they have a YouTube channel with some ads. This one is done really well:

My favorite is the Dear Sophie ad. I'm not the biggest fan of Google but that was probably one of the best ads I've seen in recent times:

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Isn't this the same thing as Apple with Mac OSX did against Microsoft with Windows?

 

Apple is just tasting their own medicine right now.

I don't remember Apple mocking Windows customers. Windows (and the PC) itself was always the target.

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It just seems like a terrible business practice. I know if I was the one targeted by the adverts mocking fanboys, it would only strengthen my resolve to go nowhere near that product. You only need to look at Microsofts stupid Scroogled campaign - I've done my own research into how Google conducts itself, and I've decided that I can accept those trade-offs in order to use their products for free. I certainly don't want to be lectured by any company about how I choose to use products, let alone by Microsoft! 

 

Honestly the whole system of slating the competition is terrible. I hated it when Apple did it, and I'm quite glad now they've largely abandoned that practice. 

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