Back in early July, Samsung launched a new Galaxy S5 ad calling iPhone users “Wall Huggers” and mocking the iPhone for having a short battery life while touting the battery-saving capabilities of its own newest flagship phone.
This week, Samsung has expanded the “Wall Huggers” campaign to out-of-home advertisements near electrical outlets at major US airports. The ads promotes Samsung’s power-saving feature, an indirect jab at Apple whose iPhone has been widely criticized for having lackluster battery life.
The real power of the marketing message doesn’t just come from that message and its placement near power outlets. The real impact is when consumers are huddled around those outlets in “the wild.” Not only is Samsung’s message found during a period of active problem solving (finding an outlet), consumers are then tethered to their devices while they charge. This tethering exposes individuals to the marketing messages for much longer periods of time than a traditional advertisement.
Samsung has historically been quite aggressive against Apple. Prior campaigns have attacked the growing culture of waiting in line for new product releases, what Samsung calls “Screen Envy,” and more.
Why It’s Hot
The “Wall Huggers” campaign is a great example of how aggressive, guerrilla marketing can make a more meaningful impact than traditional tactics. While the campaign is not heavy into digital, Samsung and their creative agency are showing how the right message can come at the right time by innately understanding consumer behavior. Samsung saw their competitor’s weakness and attacked in an interesting, unexpected way. My question is, will we now begin to see more advertisement opportunities around non-traditional locations/fixtures, such as power outlets, water fountains, and restrooms?