Samsung New Zealand has used Apple’s entry into foldable smartphones as the idea for a social marketing campaign selling its Galaxy Z Fold8. The marketing campaign centres on a Palmerston North man named Tim Cook dinner, who shares a reputation with Apple govt chairman Tim Cook dinner.
The marketing campaign appeared shortly after Apple unveiled the iPhone Duo on September 9, its first foldable iPhone. Apple mentioned the machine has a 5.4-inch outer show and a 7.6-inch interior show, with costs beginning at US$1,999.
Samsung New Zealand launched the marketing campaign by asserting that “Tim Cook dinner has switched to Samsung,” earlier than figuring out him because the Tim Cook dinner from Palmerston North. Samsung’s social submit mentioned Cook dinner had moved to the Galaxy Z8 collection and credited Madison Hill and Cheil New Zealand for the marketing campaign.
The marketing campaign movies mimic parts of Apple’s product-launch presentation type, in keeping with The Verge, with Cook dinner showing in promotional footage for the Galaxy Z Fold8. The movies had been launched round Apple’s iPhone Duo announcement.
Samsung New Zealand additionally tied the marketing campaign to its efforts to draw customers from competing smartphones. Shannon Watts of Samsung New Zealand mentioned the corporate was seeing extra New Zealand shoppers swap to Samsung, though it didn’t present figures for these switches within the marketing campaign submit.
The name-based marketing campaign follows a current management change at Apple. Tim Cook dinner turned govt chairman of Apple’s board on September 1, whereas John Ternus succeeded him as chief govt after beforehand serving as senior vp of {hardware} engineering.
Samsung responds throughout social and outside channels
Samsung’s response to the Apple launch prolonged past the New Zealand marketing campaign. Reuters reported that Samsung positioned billboards in Seoul, Tokyo, and London carrying messages together with “Welcome to Foldables” and “The World’s Lightest Fold,” whereas additionally publishing a collection of posts on X responding to Apple’s announcement.
These posts appeared as Apple’s September 9 launch was unfolding. Samsung’s messages included “reheating our leftovers” and “Thus far, so identical,” each referring to Apple’s entry into foldable smartphones.
Apple enters the foldable market
Samsung launched its first mass-market foldable smartphone in 2019. It has since launched eight generations of foldable units, in keeping with Reuters, whereas the iPhone Duo represents Apple’s first foldable iPhone.
Apple’s entry additionally brings a brand new competitor right into a section the place Samsung already holds a big share. Counterpoint Analysis expects Samsung to account for 38% of the foldable smartphone market in 2026, whereas Apple is predicted to take 25%, Reuters reported.
Liz Lee, affiliate director at Counterpoint Analysis, mentioned Samsung was anticipated to face probably the most seen share strain following Apple’s entry, whereas retaining benefits from its scale, expertise, and international distribution.
Samsung additionally referred to units past its book-style foldables throughout Apple’s launch, posting, “Making us wait? Effective. We’ll be over right here, folding 3 methods,” in reference to its tri-fold {hardware}.
Apple’s announcement additionally drew responses from manufacturers exterior Samsung. Duolingo posted about Apple’s use of the “Duo” identify on X throughout the launch, which prompted Samsung Cellular US to reply that Apple had copied Samsung as nicely.
Motorola additionally posted a teaser for one more passport-style Razr Fold shortly after Apple unveiled the iPhone Duo.
Samsung’s earlier Apple responses
The newest marketing campaign follows earlier Samsung promoting constructed round Apple merchandise and advertising and marketing. The Verge famous that Samsung has beforehand focused iPhone launch queues, Apple’s Genius Bar, {hardware} variations between the businesses’ telephones, and different parts of Apple’s advertising and marketing and merchandise.
Samsung additionally focused Apple’s lack of a foldable iPhone in its 2022 “On the Fence” marketing campaign. The promoting promoted Samsung’s foldable units whereas Apple had but to enter the class.
One other response got here in Could 2024, after Apple launched its “Crush!” commercial for the iPad Professional. The Apple business confirmed devices, artwork supplies, and different inventive instruments being compressed by a hydraulic press earlier than revealing the iPad Professional.
Samsung responded days later with “Creativity Can’t be Crushed,” an commercial for the Galaxy Tab S9 that reused visible parts related to Apple’s business. Advertising Dive reported that company BBH USA and filmmaker Zen Tempo produced Samsung’s response in a matter of days.
A BBH USA spokesperson mentioned the Samsung marketing campaign ran on social channels with out paid media help.
(Photograph by BoliviaInteligente)
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