contador web Skip to content

Samsung marketing executive talks about advertisements that target Apple

After receiving the award “Creative Marketer of the Year” at Cannes Lions, the executive vice president of global marketing and communications for Samsung, Younghee Lee, told in an interview for Adweek a little bit about the company's marketing initiatives.

In that interview the name of Apple also appeared, of course. Who follows the he knows that he turns and messes with us, we post Samsung advertisements that shamelessly make fun of not only Ma’s products but also its users.

https://www.youtube/watch?v=FVkH9Hgvda4

When asked how the company outperformed Apple in the smartphone market, Lee replied that they are looking to do what they think is "right" in technology and that, in terms of communication, it is also no different.

In North America, we are aggressive with our marketing. We face our competitors with their heads held high. If you think about the approach we took in commercials "Fanboy" (video above) and "Wall Hugger" (something like “wall huggers”), see that we try to be flexible, relevant and bold. () My goal is to help our customers understand our values ​​and also show how they can identify with the brand.

Lee also made a point of citing that the virtues of his company would be his “engineering, openness, freedom of thinking, purposeful innovations, multiculturalism, vitality and an inviting and inclusive environment” most likely intended to point out that his rival does not have these predicates.

We must not forget that it is not only the South Korean giant that makes comparisons between its products and those of its competitors. Microsoft is always doing this and we’ve also seen that coming from Apple itself, with the success of “Get a Mac” (which compared Macs to Windows PCs), but haven't seen videos of that type since.

In the words of the executive, the tactic has worked and it seems that we will continue to see the “daring” attacks of Samsung attack compared to Apple and the other competitors that come its way.

(tip from @robsonpolice, via CNET)