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Samsung exec: anti-iPhone ads worked a treat

samsung s iii ad

Have you ever wondered what effect those anti-iPhone ads from the likes of Samsung and Nokia might have? Well apparently, for the Korean electronics giant, they work a treat.

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In an interview with AdNews Samsung Australia’s chief marketing officer Arno Lenior calls “The Next Big Thing Is Already Here” series of ads a tipping point for the company:

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.

Okay, so it seems to have worked more from a conversational perspective than driving any sales, although Samsung hardly needs help in that department.

Despite pretty much owning the global smartphone market, Lenior says the Korean electronics giant still sees itself as the challenger. To a large degree however that’s a deliberate part of its strategy to keep growing and making sure it has the strength to take on all who would look to usurp it.

[Via: The Next Web]

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