isheep

Samsung: Making Fun of iSheep Has Been Profitable and Fun

August 13, 2013 - Written By Alexander Maxham

Some of my favorite Samsung commercials have been the ones were they make fun of the Apple fans lining up for the next iPhone. ‘The Next Big Thing is Already Here”. AdNews recently did an interview with Samsung Australia’s Chief Marketing Oficer Arno Lenior. Who said that their 2011 Samsung ad campaign that ridiculed Apple fans for loving the iPhone no matter what, helped propel the company and the Galaxy Brand to a whole new level. Which shouldn’t be much of a surprise. That campaign is what started Samsung’s huge marketing blitz they put forth with all their phones now. Just last year they spent over half a billion on marketing alone. In fact, they did a superbowl ad without really advertising any products.

Lenior says “That really did mark quite a tipping point for us globally. 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 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.”

Then again, that ad approach is a double-edged sword. Samsung is rapidly becoming the next Apple. Many Samsung users (ones that probably don’t follow our site) would buy any Galaxy device, whether it ran Android, Windows Phone, Tizen, or any other OS. Simply because it’s a Galaxy, so it’s gotta be great. That’s what Samsung used to make fun of Apple’s fans for doing. So I wouldn’t be surprised to see ads like those coming back to bite Samsung in the butt in the next year or two. It could be HTC, Motorola, Sony, Huawei, ZTE, or any other manufacturer pulling this trick out. Heck, it could even be Apple.

What were some of your favorite Samsung commercials targeting Apple fans? I’ve tossed a couple of mine into this post for you to enjoy. Let us know in the comments below what were some of your favorites.