The Next Big Thing is Already Here
The Next Big Thing is Already Here
A couple of weeks ago, Samsung released an ad that compared what looked like the iPhone 5 to the Samsung’s new phone Galaxy S3. Samsung makes fun of the Apple consumers that are willing to wait hours in line in order to get their new phone with features they don’t seem to really understand. The ad also implies that the new iPhone is for old folks.
This is a good example of an indirect comparative message in which Samsung shows that its new phone is more innovative and for younger/trendy people than Apple’s new iPhone.
Even though I think this ad is funny, I’m not sure it is very effective if Samsung’s purpose was to attract iPhone consumers…I’m convinced that many Apple lovers might have felt offended.
What do you think about this ad ? Do you find it relevant or effective in attracting new consumers?
I believe that this ad is quite controversial. Surely, there will be some Apple-loyal-customers that will take offense to the commercial, and continue idolizing Apple products. However, there might be some consumers that will stop, and question their phone purchase a little more. With so many types of consumers, it’s hard to say what each one will do- however, I don’t think it’s a horrible idea for an ad. The truth is that Apple charges a big premium, because they have a well-known, well-trusted brand. This ad puts their quality and functional capabilities into question, and will hopefully make a few consumers question their purchasing decisions a little bit more. I think Samsung is aiming at people who buy/ would buy Apple products, but aren’t extremely loyal consumers.
I totally agree on you that this ad aims at those who are not extremely loyal consumers. I think this is exactly the right time for Samsung to release an ad like that, when nearly all the media reach the consensus that Apple doesn’t innovate that much this time except for enlarging the screen.The title of this ad bluntly implies that consumers who find this feature (larger screen) intriguing should seriously consider Samsung this time.
I think this ad is pretty funny. As mentioned by “dfrymel92”, Apple-loyal-customers will probably be insulted. It will although reached those consumers who are about to change phone and are not sure yet of which smartphone they will buy. Most people buy an iPhone because of Apple’s reputation. In this ad, Samsung tries to show all the different features they offer and compares them to the iPhone, and tries to emphasize that the iPhone isn’t actually that great relative to the price paid.
I thought this was a great ad, though I agree that Apple consumers are quite loyal and it would be difficult to have them switch over to Samsung. However, I do think that Samsung did a good job pointing out the features and benefits of their product, many of which I was not aware of before the ad!
I think the ad would be very effective in intriguing consumers who are loyal to none of the two. Usually comparative ads don’t affect consumers who have a preference on specific brands. Those who are already fans of the product would buy it anyway, meantime, loyal consumers of its competitor would be offended by mocking, which enhances their loyalty.
But it could have impacts on decisions of people who don’t have particular taste and have a low involvement on smart phones. By mocking characters and obsessions of Apple lovers and pointing out features of Galaxy, the ad would unconsciously plant an idea that Galaxy is a better product than iPhone.
I’ve seen this ad so many times because it tends to pop up before every video I attempt to watch on youtube and I think the exposure of this ad has really helped people who were contemplating what phone to get next. This ad would certainly persuade people to perhaps consider samsung. Although I agree with the earlier comments that apple consumers are loyal, those who have not yet joined the apple family may think twice due to this biased ad.