Ken Segall, the creative director of the Think Different campaign and author of the book Think Simple, a book that details how Steve Jobs worked, believes that Apple is no longer untouchable when it comes to advertising.
He points out that Samsung is generating more buzz by spending a lot more than Apple and with its people-based ads compared to Apple’s product based ads.
In a blog post titled “Apple battling where it used to crush” he writes:
The fact is, it is being touched — often and effectively — by none other than Samsung.
Samsung has made remarkable inroads in a very short time, for two big reasons.
First, it is spending a fortune to run its ads. According to this report, Samsung spends more than Apple, more than HP and Dell, and even more than Coca-Cola to get its message out. In marketing, as in political advertising, the bigger the budget, the bigger the chance of success. Assuming, of course, that the message is a potent one.
The big surprise is that 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.
He points out how Samsung invested in a two-minute Super Bowl ad, whereas Apple did nothing and the Korean company also created a new story for the Oscars featuring Tim Burton whereas Apple aired a variation of the iPad ad it had run few days back during the Oscars.
While I admit that I am not a big fan of Apple’s ads off late, the numbers don’t seem to suggest that Apple is losing its momentum. At the end of the day, iPhone 5 was the best selling smartphone in the last quarter, and Apple sold more units of the iPhone 4S (which was launched in 2011) than Galaxy S3 units.
In his book Segall had said that to copy Apple, rivals need to build a company like Apple, not just products, but in his blog post he seems to suggest that a bigger advertising budget and ads that take a dig at rivals and their fan base should be more than enough to generate the buzz.
What do you think? Is Apple losing its buzz because of the Samsung ads?
Samsung’s Super Bowl ad:
Samsung’s ad during the Oscars:
Apple’s ad during the Oscars:
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