As part of Samsung's never ending effort to challenge Apple's smartphone hegemony, their latest advert depicts them as The pioneer of "smart" technology.
From the release of their SH-100 mobile phone in 1988 to the first wristwatch phone. The World’s smallest TV phone to their first MP3 phone. This new "Unpacking Samsung" advert, unravels Samsung's Mobile innovation story, one box at a time.
The success of the Apple iPhone can largely be attributed to the fact that Apple has now become more of a fashion brand, with their smartphone being a "must-have" fashion accessory.
But unlike Apple, Samsung aren't trying to be coolest kid in the class. No, Samsung want to be the "smartest". The Japanese tech company want consumers to perceive them as the most forward-thinking and innovative smartphone provider in the business.
Samsung are aiming their offerings at the tech-savvy millennial who value having the latest, greatest gizmos and being "in the know" about technology. Therefore they needed an ad that would appeal to such an individual!
Check it out below.
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