Samsung’s rise to the top of the smartphone industry was thanks, in no small part, to very smart marketing. Especially in the United States, Samsung effectively portrayed its flagships as the hip alternatives to Apple’s boring old iPhones. The “Next Big Thing” campaign was so successful that in 2013 Apple’s marketing boss told Tim Cook a new advertising agency was needed to fend off Samsung’s attacks.
Following on the massive success of its original anti-Apple commercials, Samsung has been churning out new spots making fun of Apple ever since. The latest batch is called “6 Is Greater Than 6” and sees the Galaxy S6 Edge pitched against the iPhone 6.
Samsung focuses on the unique features of its Edge device, contrasting them to the plainness of Apple’s smartphone. “Check out the edge of the Samsung Galaxy S6 Edge,” reads the copy. “It displays colors when your top five contacts call. The edge of the iPhone 6 displays nothing. But it has a vibrate function,” the mocking continues.
The second ad is in the same vein, but highlights wireless charging and wide-angle selfies, two features lacking from the iPhone 6.
These ads show why Samsung has been working to add production capacity for the Galaxy S6 Edge. The dual-curved screen of the Edge is highly distinctive, and people love it. According to Counterpoint data, only supply problems kept the S6 Edge from outselling its flat sibling.
After years of the same basic designs, Samsung found a way to make its phone stand out in the crowd, and customers are gobbling it up. That’s the reason why Samsung is reportedly planning to release a larger version of the S6 Edge called Galaxy S6 Plus. With a dual-curve screen of 5.5 to 5.7 inches, the S6 Plus is expected to land sometime this summer.
Samsung is keen to offer the Edge concept in more size options, and again portray itself as the hot new thing that cool kids give up their iPhones for. But will that bring its mojo back? Let us know your thoughts.