Samsung is not taking its defeat
against Apple Inc.(NASDAQ:AAPL) in the patent infringement lawsuit lightly –
the company has adopted an aggressive approach to demean the latter’s iPhone 5
via full-page ads. The ads suggest that Samsung’s Galaxy S III should be chosen
over the latest iPhone.
Although this approach is not
new, it is surprising on the part of Samsung to adopt such a smug and direct
method especially after it had to shell out $1 billion in damages to Apple. A
certain print ad displays both iPhone 5 and Galaxy S III along with a caption,
“It doesn’t take a genius”, and features of both phones listed below it. Teri
Daley, a Samsung representative has defended their strategy by saying that it
is their duty to tell consumers the truth and prevent them from following a
blind path like before.
Samsung had gone all out in promoting their
latest offering via television, online, banner, and print ads. The catchline
was “The Next Big Thing Is Already Here” and depicted people waiting to buy
iPhones while Samsung owners proudly displayed their phones with the best of
features. The operative word was “already”. Apple fans retaliated by creating
homemade ads with tag lines like “Don’t settle for cheap plastic” and “In high
school, it doesn’t take a genius to understand who is just a bully”.
In the past, Apple has not refrained from taking
digs at their rivals via ads like the “Get a Mac” TV commercials that showed an
obese John Hodgman, who played the PC, engage in a war of wits with Justin
Long. But in 1985, Apple had made the huge mistake of mocking its own audience
by depicting them as mindless individuals with no life. Ken Segall, the ad guru
who worked on Apple’s “Think Different” marketing campaign, stated that Samsung
is following Apple’s path by personifying iPhone users as idiots, in order to
lure them towards the Galaxy phone.
Tom Denari, the president and a principal at
Young & Laramore feels that the reaction of Apple fans is not surprising,
considering the brand loyalty of the tech giant. Bill Winchester, chief
creative officer of Lindsay, Stone & Briggs, feels that smartphones more or
less do the same thing, and it is utterly useless on Samsung’s part to attack
Apple in a childish manner.
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