Why Samsung's iPhone-Bashing Ads Are Brilliant -- by Gary Stibel
Samsung's current advertising in de/offense of the Galaxy S3 versus iPhone 5 is nothing short of brilliant.
The majority of advertising today is not very good, which is why for years, ad dollars have been migrating to price, promotion, packaging and any other marketing-mix variable that starts with a "P."
Good advertising, while rare, builds not only sales and shares, but also more than pays out in less time than most marketers and agencies would admit. It positions a brand to attract consumers even at premium price points.
Great advertising, like Samsung's, does more. It not only positions the advertised brand, but repositions the competition, which is precisely what Samsung is doing with the "Long Lines" campaign. Samsung has successfully attacked arguably the world's most valuable brand and most iconic innovator in a fashion that is nothing short of making it your father's Oldsmophone.
And Samsung did it using new-world metrics and old-fashioned creativity: real-time analytics from the web, surgical segmentation of the market, competitive messaging for yesterday's product and a humorous twist that even Appleleptics can tolerate.
No amount of advertising would have stopped the iPhone 5 from selling out, but:
- The lines are shortening.
- The addressable market is increasingly weighing the alternatives (e.g., Samsung).
- The Samsung brand has benefited in telephony and every other category in which it competes.
This is great advertising, available to all but practiced by few: compelling message, memorably delivered to a critical target , at a decisive time that is having a disproportionate influence.
Gary Stibel is founder and principal of the New England Consulting Group