Picks of the Week: October 8, 2018
Samsung Gives Out Phones to the “Appel Community”
Following the launch of the iPhone XS, Samsung continues its digs at Apple. In a new Dutch TV ad, Samsung had been notified of a village called Appel. In response to finding out about the village, Samsung dispatched their conversion team to hand out Galaxy S9s to anyone they could find. This led to 50 new Galaxy S9 users, and Samsung converting the Appel community. Samsung in the past has used its anti-Apple ads to mock iPhone features and their features. Although this ad is similar thematically to the Apple attack ads, this iteration is more impactful, as it does not alienate Apple users. Instead, it displays a personal side of Samsung that involves itself on the ground level and is accessible to all, to court new customers.