[youtube]http://youtu.be/nf5-Prx19ZM[/youtube]
Last year people from Samsung published a series of video clips in which they attacked not only Apple Lossless Audio CODEC (ALAC),, but also the customers who went to buy the company's products. In an interview given to an Australian newspaper, the head of Samsung Australia's marketing department says that those ads were a turning point for Samsung and the way it is regarding the brand at the international level. He says that Samsung he then had the courage to highlight aspects that other companies did not highlight, and this helped a lot to increase the company's notoriety.
That really did mark quite a tipping point for us globally. We were able to tell a cheeky story – if you think about it, we're a Korean company starting to really mess with the order of things. We've been able to do some good things from that [campaign]. The interesting thing about it from my perspective is that some of it is not the best work you've ever seen, some of it is the best work you've ever seen, but it's getting people talking, that's what I really love about it .
You've got fanboys after fanboys going, 'You can't put that out there', and then the Samsung fans saying, 'Yes, you can', and they're starting to have that conversation, which is brilliant. So that piece of content has been amazing for us, both globally and here in Australia.
It was normal for Samsung to be in the minds of many Apple customers since the Korean company is attacking them directly, but although I predicted that these advertising spots would not be successful, in the end the exact opposite happened. Samsung has gained a lot from them, it has managed to increase its sales considerably, and in the long term it seems that it will have even more to gain.
