Galaxy SIII Campaign: Success or Failure?

One way to measure the the effectiveness of an IMC is to measure the total effects of the marketing communications. However as many campaigns have unique characteristics, there is no fool proof way to measure the effectiveness efficiently.
(Belch, 2012)

An indication that leads me to conclude that this campaign was indeed a success is the rising popularity of the Samsung Galaxy S3. According to News.com, the Galaxy SIII overtook the Apple iPhone 4S in the third quarter giving the South Korean firm the world's bestselling smartphone model for the first time. "Samsung have sold 18 million Galaxy S3 phones while Apple have sold 16.2 million iPhone 4S and 6 million iPhone 5 since being released in September.

BIBLIOGRAPHY

Belch, G, Belch, M, Kerr, G, Powell, I. 2012. Advertising; An Integrated Marketing Communication Perspective. McGraw-Hill Australia, North Ryde, NSW.

News.com.au. 10 November 2012. Samsung Galaxy S3 'Bestselling Smartphone'.
<http://www.news.com.au/business/breaking-news/samsung-galaxy-s3-bestselling-smartphone/story-e6frfkur-1226514127919>

Campaign Controversy: iPhone 5 vs Galaxy SIII

There have been ongoing controversies and lawsuits between rival smartphone companies Apple Inc and Samsung Electronics Co since the release of the Samsung tablet and the Galaxy S3 earlier this year. Apple won a court case in August declaring that Samsung had copied distinctive features of the iPad and iPhone where Samsung had to pay over $1 billion to Apple Inc. The lawsuit received much publicity and stories such as this began circulating the social media networks.

The campaign for the Galaxy SIII involves Samsung openly and brutally comparing the 2 smartphones.  The IMC was targeted at iPhone users and aimed at convincing this audience that the Galaxy was more beneficial.

This particular print advertisement boldly states 'It doesn't take a genius', referring to the Apple store employees who are referred to as genius'. The ad lists and compares the iPhone and Galaxy features displaying the Galaxy in better light and making it seem like there is more.

BIBLIOGRAPHY

Mariano, K. 29, August 2012. International Business Times. Samsung Pays $1Billion to Apple With Truckloads of 5 Cents Coins?
<http://au.ibtimes.com/articles/378402/20120829/samsung-pay-apple-1-billion-coins-five.htm#.ULH0vTlptdg>

Media used in the Campaign

An advertising campaign or IMC (integrated marketing communication) is made up of several messages which centre on a single theme. Some approaches that are used to develop a selling idea include;

• Unique Selling Proposition
• Create Brand Image
• Find Inherent Drama   or
• Positioning

(Belch, 2012)

As well as the extremely popular commercial that was aired worldwide and received much publicity since it was first aired in September, Samsung have also published a variety of print advertisements that have been sighted in magazines, newspapers, billboards, buses, and street furniture.

The following are some of the print advertisements that were brought to attention in the lead up to the unveiling of the iPhone 5:

The advertisements share the same central theme which is the selling point: the Galaxy S3 and the features that it includes. Many of the advertisements also draw comparisons to the iPhone 5 to draw potential iPhone buyers towards making a Galaxy SIII purchase instead.


BIBLIOGRAPHY

Belch, G, Belch, M, Kerr, G, Powell, I. 2012. Advertising; An Integrated Marketing Communication Perspective. McGraw-Hill Australia, North Ryde, NSW.

Samsung USA, September 2012. The Next Big Thing, is Already Here- Samsung Galaxy S3

<http://www.youtube.com/watch?v=nf5-Prx19ZM>

The Galaxy SIII Advertisement- "... they should have a priority line for people who have waited five times..."

Samsung has greeted the introduction of Apple's iPhone 5 with an aggressive advertising campaign.

Samsung USA have used the same theme as the commercial for the Galaxy S2 for the Galaxy S3, however instead of promoting the upcoming arrival of the Samsung smartphone the company is pointing out that it has been available since July. Watch the advertisement here.

As opposed to most campaigns which subtlety compare other products unfavorably against their own, Samsung have openly made fun of the 'Apple junkies' who will line up for the brands next big thing. Like in the previous campaign for the S2, the commercial begins with people waiting in lines for hours for the arrival of the iPhone 5 at various Apple stores across America. With 10 hours to go they spot people using various features and applications on the Galaxy S3 which they then try to compare to the upcoming iPhone.

The advertisement promotes the Samsung Galaxy S3's unique features such as the larger screen, 4G availability, file and music sharing, and characterizes the iPhone is used by the older generations when one man in the line is actually saving the spot for his parents.

The controversial commercial for the S3 has been extremely popular worldwide, has been viewed on You Tube over 16 800 000 times. No matter if the viewer is an iPhone user or a GS3 user, the advertisement is humorous to both parties.

BIBLIOGRAPHY

Lucy Kinder, 18th September 2012. Samsung Mocks iPhone 5 in Ad Campaign

<http://www.telegraph.co.uk/technology/samsung/9549898/Samsung-mocks-iPhone-5-in-adcampaign.html>

Samsung USA, September 2012. The Next Big Thing, is Already Here- Samsung Galaxy S3

<http://www.youtube.com/watch?v=nf5-Prx19ZM>

The Galaxy S2 Advertisement- "Dude, you're a barista..."

Can you recall the hilarious advertisement for the Samsung Galaxy S2?

The campaign for the Samsung Galaxy SII was launched in retaliation to the upcoming unveiling of the iPhone 4s in November last year. It pokes fun at the many thousands of people worldwide who lined up to purchase the new iPhone. Both smartphones were released to the public late 2011 and caused global excitement.

The commercial introduces the new Galaxy as the main competitor to the iPhone, and presents the features and benefits of owning one of these over the iPhone.

BIBLIOGRAPHY

Samsung USA, November 2011. The Next Big Thing- Samsung Galaxy SII

<http://www.youtube.com/watch?v=X4VHzNEWIqA&feature=relmfu>

Introducing... The Samsung Galaxy S III

Or were you already aquatinted?

Samsung is a global electronics company producing cameras, home appliances, videos and audios, tablets, computers and accessories. Most famously producing a smart phone to rival that of Apple Inc's iPhone.

The company was founded over 70 years ago in South Koreas and has since branched out internationally. (In their own words)  Samsung are "dedicated to making a better world". Through their innovative, reliable products and services, they are taking the world in imaginative new directions.

The Galaxy S III was unveiled in May 2012 and includes 4g network support, smart stay, direct call, smart alert, s-voice, social tag, photo share, music hub player, navigation and countless other features that put it in the 'smart' phone category.

Detailed list of Samsung GSIII Features

BIBLIOGRAPHY

Arrow Computers, 2012. About Samsung

http://www.arrowcomputers.com.au/products-page/samsung-brand/

Samsung Electronics, 2012. GalaxyS3

http://www.samsung.com/au/aboutsamsung/