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Mystery 'Wake Up' guerilla ads appear at Apple store [U]

updated 10:40 am EDT, Thu April 26, 2012

Samsung uses guerilla ads for Galaxy S III run-up

(Update: Samsung denies involvement) Samsung has decided to go beyond just TV ads decrying Apple stores to actively campaigning in front of them. As seen first-hand (below) by well-known Australian video maker Nate Burr and recounted through checks by mUmBRELLA, the Korean company has recruited marketers at Tongue to send buses of mock protesters to Apple's Sydney store, urging those inside to "wake up." Although the street team makes no mention of Samsung, a Wake Up Australia site has a countdown that directly lines up with Samsung's Galaxy S III event on May 3.

The campaign would be consistent with Samsung's heavy focus on Apple retail stores and launching attacks against iPhone users themselves, rather than the product. Its US TV ads, culminating in its Super Bowl spot for the Galaxy Note, have likened iPhone fans to being imprisoned for wanting to line up at stores. Opting for a Samsung-made Android phone has often been likened to "freedom" in the ads.

The earlier ad blitz is commonly thought to be targeting Android loyalists or those who would never have considered an Apple product in the first place. It also carries a degree of irony for Samsung, which has tried to generate lineups itself by selling Galaxy S II phones in a pop-up Sydney store just next to Apple's location.

In the smartphone space, Apple is now Samsung's only major competitor in terms of individual manufacturers. Nokia now has half Samsung's 22.8 percent share, according to fall IDC numbers, while Samsung's next-closest Android rival, HTC, has just 6.5 percent. As such, Apple may be Samsung's only realistic target, although Samsung has been accused inside and outside of Apple of too eagerly pursuing an iPhone-like design, both in hardware and in software.

Update: Samsung has since denied creating the campaign, although no one has stepped forward to identify themselves. Electronista apologizes for the premature conclusion.

by MacNN Staff



  1. chefpastry

    Joined: Dec 1969


    Last straw

    Apple really needs to break off all business relations with this company.

  1. Jubeikiwagami

    Joined: Dec 1969



    Wow that is the most tackiest thing a company can do. Stupid.

  1. cranfordio

    Joined: Dec 1969



    The only thing I see about this is that their product is not as good as, or better, than the iPhone. If you could just sell a quality product with a good interface than the people will buy it. By insulting your potential customers you are just making them hate you. Of course some people will see this and probably end up buying a Samsung phone, but most people, like myself, will resent you more.

    I am seriously considering dumping my Samsung television and getting a different brand because of the way this company had been behaving.

  1. facebook_Pete

    Via Facebook

    Joined: Apr 2012


    I smell..

    desperation on Samsung's behalf. They are trying so hard they start doing stoopid chit when their sales are hurting from the sales of iPhones.

  1. Bobfozz

    Joined: Dec 1969


    I wonder how many of those

    mock protesters own Apple gear. If it is like usual with tese kind of things, my guess is, at least 50% of them unless they had to lie on their interview for the job.

  1. BlueGonzo

    Joined: Dec 1969



    I have only one word for this: pathetic

  1. facebook_F. Meza

    Via Facebook

    Joined: Apr 2012



    Samsung is lossing their minds, this move if legal is still unethical. Looks like I won't be owning any more Samsung products no matter how great Samsung think they are. I'm personally gonna boycott their products including hard drives and parts until they stop unethical practices like this.

  1. Feathers

    Joined: Dec 1969



    I'm really starting to seriously despise Samsung. To hijack the social principle of the "protest" as a means to express legitimate outrage against a perceived injustice, and turn it into a lame-a**, pathetic marketing tool is scurrilously tacky, demeaning and low. They really should change their name to Shamesung.

  1. azrich

    Joined: Dec 1969



    I can't imagine why someone would think this is a good idea! This is the kind of idea that a group comes up with, laughs out loud, then dismisses with a 'no really, what should we do....'

    Wish I knew a few of the protesters so I could call them. You know there are iPhones in a few pockets there. How cool would it be fore the Marimba ringer to go off in that group? :-)

  1. facebook_Sam

    Via Facebook

    Joined: Apr 2012



    If anyone from Samsung is reading this, PLEASE come to the Twelve Oaks Mall in Michigan and do this. PLEASE. If you do, I SWEAR TO CHRIST I will crack a glass bottle over the head of the first black shirted sheep with a sign that I see.

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