WHEN SAMSUNG MOCKS APPLE Instructor: Le Thanh Hai Artworks by: Tu Anh Tran Written by: Tu Anh Tran ASSIGNMENT 1B Hoa Sen University Content Marketing 00 when Samsung mocks Apple TABLE OF CONTENTS Preamble 01 Apple phone, the iPhone 6 - Apple's first giant screen. Context 02 Samsung launched the first phablet in 2011 . Target 02 Accelerating path toward phablet market share Action 03 The concept that Apple's
iPhone 6 is "not just a genius." Result 08 The live video has received 14 million views. 00 when Samsung mocks Apple TABLE OF CONTENTS Did Samsung do well? 09 Samsung did a great job with a
video that resonated powerfully Recommendation 11 artists steal.= 01 O PREAMBLE Assignment 1b R T IN
In 2014, I was only in middle school, but I had
access to technology devices quite early, so I was
very interested in technology. Everyone was
looking forward to a new Apple phone, the
iPhone 6 - Apple's first giant screen. That
directly impacted Samsung and specifically their
Galaxy Note, so they decided to launch a
campaign to attack Apple with slogan Doesn’t Take A Genius=. This is one of my
favourite campaigns because it is both teasing and competitive. 02 when Samsung mocks Apple CONTEXT TARGET
Samsung launched the first phablet (large- Increasing customer knowledge
screen smartphone) in 2011 as part of the of the Galaxy Note 4, the most
Galaxy Note series. Since then, the company recent Note product.
has consistently topped the market in this
category. In 2014, Apple released the iPhone Accelerating path toward
6, marketed as a "great stride ahead" in the phablet market share
large-screen class, competing directly with
Reiterating the significance of
the Galaxy Note. So Samsung decided to Samsung's pioneering invention
immediately launch this ironic campaign. 03 Action It only took Samsung a day to
launch its new ad against Apple Quickview The South Korean conglomerate
published six new advertisements
with a slogan. It doesn't take a
genius to poke fun at the live stream mishap and the new iPhones and Apple Watch.The advertisements
depict two Apple Genius knockoffs
debating the launch event and begin
by taking digs at the live feed, which failed minutes after the event CREATIVE IDEAS started. PREPARATION
The remaining advertisements make
fun of the iPhone 6 Plus's large
display, lack of multitasking, pen, Samsung has been promoting the The brand recreated a phone
and absence of a fast-charging mode.
"big screen" feature since 2011, with repair shop in preparation for
The sarcasm does not stop there, as
the concept that Apple's iPhone 6 the ad. This room is linked, Samsung mocks the recently is "not just a genius." maintaining communication
introduced Apple Watch, pointing
with a film studio in the United
out how it must be tethered to an States and the Samsung
headquarters in Seoul to enable iPhone. video recording and editing throughout the Apple event. By Tuanhtran when Samsung mocks Apple 04 MAIN ACTIVATION SAMSUNG MOCKS APPLE Step 1 Step 2 Step 3 #01 #02 #03 The campaign kicked off
The brand uses social listening Samsung promoted PR
mocking Apple videos posted by to identify and collect user activities in newspapers and Samsung just minutes after the comments about this new shared them on social iPhone 6 was released. product.
networking channels to increase the spread of the campaign. when Samsung mocks Apple 05 VIRAL VIDEO
My first feeling when I finished
watching this ironic video was very
amused and laughed, indeed Samsung
was sarcastic at the right time with the right objective. IT DOESN' T TAKE A GENIUS
When the iPhone 6 official launch was
underway, Samsung produced a series of six
movies in which two actors acted out
remarks and genuine consumer responses to
the new device. For example, they looked
forward to the iPhone 6's massive screen size
but were disappointed when the new screen
was just 4.7 inches, whereas the first Galaxy
Note was 5.3 inches. Furthermore, the movie
incorporates Galaxy Note 4 features that the
iPhone 6 lacks, such as rapid charging, multi-window, S-Pen, etc. Social 06
Before the Apple event, Samsung used social media
analytics to gather speculation and consumer
expectations regarding the iPhone 6 and afterwards
wrote the ad script. On the day of the iPhone 6 launch,
the company capitalized on unfavourable customer
reactions to the device and the event to highlight the
better features of the Galaxy Note 4.
Then, to disseminate the campaign further, Samsung
proceeded to tweet GIFs of the two actors' responses
to the film when discussing the new features of the iPhone 6. PR CAMPAIGN
To diminish Apple's share of voice, the brand
leaked information regarding the Samsung Galaxy
Note 4 product leak to the mainstream press
before the event. The iPhone 6 has not been as
inventive or novel as advertised.
On the day of the iPhone 6 debut, various news
agencies and media sites exploited Samsung's
actions from numerous perspectives, sparking
significant social media controversies. PR 07 08 when Samsung mocks Apple Result
This live video has received 14 million
views. Furthermore, the campaign
information caught the eye of more
than 60 significant journalists and
news outlets, reaching upwards of 300 million people worldwide. when Samsung mocks Apple 09 DID SAMSUNG DO WELL?
For me, in this campaign, there are
First, in terms of increasing brand and product many aspects to evaluate:
awareness, Samsung did a great job with a
video that resonated powerfully and helped get
more people to know about the Galaxy Note 4. Second, Samsung has done exceptionally well on the controversial side. In fact, the controversial approach in Vietnam (my country) is reasonably practical. As far as I find out, it is not only adequate and effective in Vietnam but also effective in some other countries. when Samsung mocks Apple 10 DID SAMSUNG DO WELL?
Next, in terms of advertising ethics, they may
still be doing poorly, with Samsung making
themselves appear silly. Marketers understand
that it is almost always a terrible mistake
when one firm denigrates another. When the
competition being criticized is the most
expensive corporation in history, this will
likely harm Samsung's image. In addition,
when you "demean" popular things, you
demean the people who like them. Those you
offend will be less likely to purchase your
items, and they will spread the nasty word
about you to their friends, leading to a
negative word-of-mouth pyramid expressing
awful things about your firm and products.
Finally, There are no compelling
reasons to purchase your goods.
Dissing the competitors does nothing
to convince people to buy yours.
Many people believe you criticise the
market dominance because you wish to ride on its coattails. 11 RECOMMENDATION By Tuanhtran Question
I think I have a few suggestions for Samsung
in this campaign. The question is what can
Samsung do when faced with tough
opponents such as Apple if they genuinely
feel their products are superior?
Focus on their product and don't mention their opponents
They should concentrate on the advantages
and benefits of their products. The
"elephant's trunk" concept is compelling. Stealing
Finally, I think Samsung should focus on
developing the product ecosystem and
communicating it powerfully. Since Apple
was rising by creating an ecosystem of
products around the iPhone, Samsung could
cleverly imitate that. I will take a sentence
that I like by the art genius Pablo Picasso: QUOTE 12 BORROW, GREAT ARTISTS STEAL.= PABLO PICASSO