Samsung Executive Says Anti-Apple Ads Were a 'Tipping Point'

Posted August 13, 2013 at 3:57pm by iClarified | Please help us and submit a translation by clicking here | 6722 views

Samsung took shots at Apple through its 'Next Big Thing is Already Here' ad campaign when it first released the Galaxy S3. The Ads often mocked Apple and its users during launch week of an iPhone. However, today, a Samsung executive claims the campaign turned out to be significant moment in the battle against Apple.

In an interview with Ad News, Samsung Australia’s chief marketing officer Arno Lenior called the series a tipping point, allowing the Korean company to "really mess with the order of things."

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.


Together, Apple and Samsung make up nearly 100% of all profits from the Smartphone industry. While Apple leads in Profits and Samsung leads in overall shipments, Samsung still is a challenger, Lenior claims.

Read More via TheNextWeb

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Bugged Out - August 14, 2013 at 6:39pm
Whatever, dude. Waiting for next iPhone.
vic - August 13, 2013 at 9:17pm
This ad is complete Garbage. The video pausing is nothing special. It only works in bright daylight too. It actually gets annoying cuz it pauses the video from shadows as well. Notice how they pretty much only said "look how big that screen is" ya. That's all they got
RedDevil512 - August 13, 2013 at 7:27pm
Guess what ............... they are still just phones.
Me - August 13, 2013 at 6:26pm
I agree I have both galaxy s4 and an iPhone 5.. I use my iPhone 5 jail broken more often than the iPhone .. Also compared the no h cameras the iPhone 5 take more refine and detailed pictures ..the iOS is waaay superior than than the Samsung
Anuar - August 13, 2013 at 6:28pm
Try rooting the S4...then you are going to know real performance.
Bony tony turd^ - August 14, 2013 at 5:28am
Try both lighting up on fire and see which one has better design all the way!
Dynomity - August 13, 2013 at 4:13pm
I use both a Samsung phone (Note) and an iPhone5 and prefer the iPhone for it's easy of use and sleek and refined design. The Samsung unit feel more like a toy. Now all that could change in this post-Jobs era but for now that's where it stands for me.
Anuar - August 13, 2013 at 6:15pm
I use the iphone 5 and Galaxy s4, upgrade your Note and I'll promise you'rre going to hate the iphone 5
rexology - August 13, 2013 at 7:03pm
Hate a strong word. You can hate baby killing criminals...but to hate an iPhone 5, after liking it as a product; that's too big of a jump. Seems a little bi-polar-ish to me.
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