Samsung Executive Cites Anti-Apple Ad as "Tipping Point" for Brand

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In an interview with Australian newspaper AdNews (via The Next Web), Samsung Australia's chief marketing officer Arno Lenior offered retrospect on the Korean company's 2012 "Next Big Thing" ad that mocked Apple loyalists, saying that it signaled Samsung "coming-of-age" as a brand, and "marked a tipping point" for the company's standing in consumer electronics globally. Lenior also stated that Samsung still sees itself as a "challenger" and invests heavily in research and development to stay ahead.

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.

We’ve been able to do some good things from that [campaign]. The interesting thing about it from my perspective is that some of it is not the best work you’ve ever seen, some of it is the best work you’ve ever seen, but it’s getting people talking, that’s what I really love about it.

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.

Earlier this month, a survey from the American Customer Satisfaction Index (ACSI) ranked Samsung’s Galaxy S III and Galaxy Note II phones ahead of Apple’s iPhone 5 in customer satisfaction. Since 2011, both Samsung and Apple have been in a long, ongoing legal battle over patent and design issues, with the first U.S. trial awarding $1 billion to Apple in 2012. However, a judge voided nearly half of that amount in March, and a new trial between the two companies is set for November of this year.

Top Rated Comments

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91 months ago
Got that, people?

If you like Samsung, you're a "Samsung fan."

If you like anything else (and by anything else we mean Apple, because evidently no other platforms or vendors exist). you're just a fanboy. You're also wrong.
Score: 28 Votes (Like | Disagree)
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91 months ago
I find it amusing how samsung knocks the company from which 90% of their "ideas" come from...
Score: 23 Votes (Like | Disagree)
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91 months ago

Surprisingly, a good amount of friends and family are considering switching mobile platforms. Most cite Apple's lack of customer service... .


Apple's customer service is world class and there is no other company that comes close (same sung is far far behind).
Score: 22 Votes (Like | Disagree)
Avatar
91 months ago
All the same sung ads have done for me is turned me off from buying anything made by them (this includes buying for my IT department). It's one thing to make fun of a brand and another to make fun of its users.
Score: 19 Votes (Like | Disagree)
Avatar
91 months ago
The CMO using "fanboy" is extremely unprofessional and almost demeaning. I expect that type of language from internet forums but not a professional.
Score: 19 Votes (Like | Disagree)
Avatar
91 months ago

Surprisingly, a good amount of friends and family are considering switching mobile platforms. Most cite Apple's lack of customer service with their devices;


Good luck getting better customer service with anyone else.
Score: 18 Votes (Like | Disagree)

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