In a blog entry on his website, Observatory, Segall argues that Apple has stuck to its product-based ads while Samsung has been investing big-time in people-based ads and creating greater buzz than Apple.
Segall had previously slammed Apple's short-lived Genius-based campaign which appeared to make its customers seem dumb. He notes now that Samsung invested in a two-minute Super Bowl ad, while Apple did nothing, and that Samsung created a new story for the Oscars while Apple ran a variation of its standard campaign approach.Samsung has made remarkable inroads in a very short time, for two big reasons. First, it is spending a fortune to run its ads ... more than Apple, more than HP and Dell, and even more than Coca-Cola ... [Second] Samsung's message has proven to be tremendously potent. The company continues to bash away at Apple, delivering ads that are well produced, well written and seem to be striking a nerve. In contrast to Apple, which has been sticking to its product-based ads, Samsung has been scoring points with its people-based ads -- most of which play off some growing negative perceptions about Apple.
(Photo by Doug Schneider)
Article Link: 'Think Different' Campaign Creator Suggests Apple Needs to Step up its Advertising Game to Counter Samsung