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

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.


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