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>