- Samsung is taking on Apple in a new campaign promoting the Galaxy AI and foldable smartphones.
- The brand has created documentary-style video ads, in which they do behind-the-scenes interviews with former Apple employees, dubbed “I was a genius.”
- The brand seeded teaser spots on Reddit and Instagram a week ago. Jacs Wyatt, head of digital marketing & social media, Samsung Electronics America revealed the full ad on stage at Brand Innovators’ Marketing Innovation Summit at Austin Race Week on Friday October 18th.
Apple’s iPhone has long dominated the smartphone market, but Samsung wants to get the word out that their devices are viable competitors. The Galaxy AI is a differentiator for the brand but many consumers may not be aware of what they’re missing out on. This effort aims to educate potential users about the Galaxy AI, so that they will consider it in their mobile purchase.
“It’s tempting to stick with the familiar, but we want to open people up to the idea that the best mobile experience can come from trying a new device,” said Olga Suvorova, vice president, mobile eXperience marketing at Samsung Electronics America. “This campaign is about challenging the status quo, highlighting the options consumers have in a way that’s engaging and entertaining while showcasing innovative Galaxy experiences.”
The creative is meant to capture the viewers’ attention and to spark conversation about the devices, which is why the brand decided to launch this on Reddit and Instagram. This is where many consumers research and discuss products.
