It’s hardly a surprise that Samsung will be partaking in its favourite past time come Super Bowl Sunday—Apple baiting and bashing.
Click here to see Apple and Samsung’s ad feud>>
But is the Korean company’s mocking of iPhone fanboys in their commercials actually an effective way to boost Samsung sales and user perception?
Not really, according to YouGov BrandIndex, a research service on consumers’ daily perception of brands.
Samsung premiered “Next Big Thing”—its first commercial to go “right for Apple fanboys’ jugular” by bashing those who camp outside Apple stores before every new product release—on Nov. 22, 2011.
At first, this funny and innovative commercial raised user perception.
“Since the launch of the ‘fanboys’ campaign, the Samsung brand did receive a lift in Buzz to the point that it briefly topped iPhone in early December,” a BrandIndex spokesperson told Business Insider. “Since that time, Samsung has more or less stabilised (still at higher scores than pre campaign) but iPhone has regained its footing and is now outscoring Samsung again.”
All brands in the above graph were measured using YouGov’s Buzz score, which asks 5,000 people per weekday: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”
Samsung’s dominance over Apple was short-lived, and even though they continued their campaign of Apple diehards getting “Samsunged”, Apple’s buzz has far exceeded that of its competitor. Interest peaks for Samsung when a new ad is released, but it hasn’t improved since the launch of Samsung’s first ad in this series.
That’s a problem for Samsung because a huge chunk of its advertising is based entirely on bashing Apple, or stealing its marketing ideas (check out the gallery following this item for examples.)
Negging not working
AceMetrix, a company that screens every single new ad for over 500 consumers who then rate whether they work or fail, also found that Apple ads stood up when compared to Samsung’s negative (albeit funny) campaign. When consumers rated ads from zero to 900 — based on criteria including likability, relevance, watchability, and persuasion — they consistently gave Apple’s ads a higher score. Since October, Apple reached a score of 659, which is considered high. Samsung’s fanboy ads haven’t exceeded 600.
Considering that Samsung’s negging certainly hasn’t proven itself to be revolutionary, it might not be the best choice for a Super Bowl spot.
Samsung has bought a 90-second spot, the longest to air during the game, to introduce the Galaxy Note Super Phone. With 30-second units costing an average of $3.5 million, that could be as much as a $10.5 million price tag.
Furthermore, Motorola bashed Apple in the Super Bowl last year, mocking their famous “1984” commercial, and that didn’t work out to well for them. According to YouGov, the buzz about Motorola actually decreased after Super Bowl Sunday by 3.8 per cent. The buzz score was 15.5 in the month prior to the Super Bowl and then dropped to 11.7 after. Ouch.
So, Samsung, we get it. Apple fanboys are silly as those Twihards who camped out for days before the “Breaking Dawn” premiere. Can we move on now?
Does this little girl look familiar? She should considering that Samsung hired her to appear in the company's campaign for the Galaxy Tab TV after she was featured in Apple's commercial for the iPhone 4S.
While some details differ, the similarities are uncanny (right down to the little girl's headband in both ads).
Apple and Samsung have extensive, ongoing legal patent infringement feuds. The products (iPhone left, Android right) do have a lot of similarities...
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