In an AdNews interview, Arno Lenior, Samsung Australia's chief marketing officer, said that the Samsung advertisement released in 2011 helped push Samsung's brand to a new level. The advertisement ridiculed the fans of Apple for loving everything about the tech giant's iPhone. It also showcased Samsung boasting its smartphones and have better features than Apple's iPhone.
"That really did mark quite a tipping point for us globally," Lenior explained. "We were able to tell a cheeky story - if you think about it, we're a Korean company starting to really mess with the order of things... You've got fanboys after fanboys going, 'You can't put that out there,' and then the Samsung fans saying, 'Yes, you can', and they're starting to have that conversation, which is brilliant. So that piece of content has been amazing for us, both globally and here in Australia."
Apple and Samsung continued to vie for the top spot in the USD293.9 billion smartphone market, which rose by 34% from last year. In the global marketplace, Android grew to be the most popular operating system, running 80% of all the 230 million smartphones shipped worldwide. Apple iOS runs in only 14% of smartphones.
Join the Conversation