Samsung’s Galaxy Note 4 is Bold, Just Like Their Marketing Strategy

In America’s electronics field, it seems like it is Apple versus the world. If it is not PC versus Mac, then it is IOS versus Android. I was not surprised when I did a quick Google search to find out some information about mobile devices, specifically what percentage of smartphone users use Apple’s iPhone versus the percentage of users that use Android devices. According to a recent Yahoo Tech page, 42.7% of smartphone users in the U.S. use the iPhone, while 52% use Android devices. That isn’t a surprise, considering that I see about one in every two people using an iPhone. As most people know, Android devices come from multiple companies including HTC, Motorola, LG, and Samsung. While Android might have a slightly larger share of the market, the prize for the most phones in use easily goes to Apple. Of all U.S. smartphone users, 43% of them use the iPhone, while Samsung comes in second with 29%.

Samsung Galaxy Note 4While Samsung does make up over half of the Android smartphones in use, it is still lagging behind the juggernaut of Apple with its weapon of choice: the iPhone. How does one stand up to these odds? Can it be done? Samsung seems to think so.

Samsung has recently released its newest flagship “phablet,” the Galaxy Note 4. The bold marketing campaign hopes to increase the market share of smartphones. Samsung has approached it in three specific ways: taking shots at the competition, focusing on Samsung products, and branding.

The Note 4 was released on September 3, 2014. Ten days later an advertisement was released that showcased the strategies that Samsung would be using to accomplish their goal. For their campaign, their competition is obvious: Apple.

In this one-minute spot, shots at Apple can be seen from 18 to 24 seconds, and from 37 to 52. It belittles (no pun intended) the iPhone 6 and Apple in general. It basically labels Apple as a copycat brand with little innovation. At least, that is the message they hope viewers will receive. This is a major way that Samsung has marketed itself recently, by attempting to drag down the competition of Apple. At the same time, Samsung does a great job at focusing on their products and the functionality of them.

Samsung Galaxy Note 4 AdLooking at the advertisement once again, the Note 4 is focused on from the beginning to 18 seconds in, and from 24 to 37 seconds. This is what really sets them apart from Apple, as Samsung puts a much larger emphasis on their products, and features of the products, then actual branding. During a middle section, there is a feature shown called multi-window, which allows more than one application to be shown on the screen at the same time, a feature that Apple does not offer. This also reinforces the subtle branding of “Samsung does it better” when thinking about how large screens should function. View Samsung’s other ads here and here and here.

Samsung is communicating that they do it better, and they have been doing it for longer. The branding is far overshadowed by the focus on the product, but it is still present if you look close enough.

How effective was this ad for you? Do you think Samsung should change their strategy? Is it effective on a large-scale? Also, take a look at some discussion regarding the “bendgate” issue here.

Thanks for reading!

Moving Meat: How to Sell the Pig

Eating pork may seem like an extremely common occurrence in the Midwest. But, during the 1980’s the nation had began to buy into the health craze and people were convinced that chicken was the best meat option for them due to its naturally lean composition. Cue the National Pork Board and their extremely successful “the Other White Meat” campaign. That campaign was the foundation of the company from 1987 to 1999, but then the campaign was changed twice more in rapid succession, in contrast to the long lasting “Other White Meat” marketing effort. That following campaign failed, but the next was a complete success. I will be summing up the history of events, while showing how the Pork Board assessed the most accurate way to market themselves and made a huge profit.

PorkIn 2004 the Pork Board set a goal to increase the total pork per capita by 10% by 2009. They had done research on markets and consumers, and contracted a new advertising company to design a new slogan to help meet their goal: the Richards Group had been widely successful with their campaign for Chik-fil-a “Eat More Chicken.” 

After the Richards group evaluated the research done by the Pork Board, they advised that marketing should be focused on consumers that were already purchasing pork products. In their estimation, marketing pork would become much less effective if they tried to pander to a larger audience. The goals became twofold, to market to the demographics that were already buying pork, and then to make them buy more of it.

The first slogan was “Pork: Don’t Be Blah,” and the campaign was originally aimed to be marketed at consumers who were well-to-do, active, forward thinking, and very positive people. The slogan was designed to make people want to invest more in a product that was juicy, flavorful, fulfilling and very social. They also found that there were high sales in the Hispanic community, and so this demographic became the center of advertising for the Pork Board.

The Hispanic community that was buying pork at the time was still unsure of pork being healthy. Most Hispanic adults at the time had grown up in homes where pork was for special occasions, due to the high risk of trichinosis many decades ago. So the best way to fix this was to reassure the public of the flavor and safety of pork, leading to this ad targeting Hispanic audiences:

Pork2The target Hispanic audience responded well, but by 2009 it was obvious that something was wrong. The slogan “Don’t Be Blah” was not driving people to want to buy more pork than they already were. Instead, the industry fell to a two-decade low in real capital expenditures.

Something had to change, and it needed to change quickly. The Pork Board re-evaluated the information that the first slogan had been designed to appeal to, and they realized just how off the campaign was. “Don’t Be Blah” was fundamentally negative, telling the consumer not to be “blah.” The Company quickly came up with a campaign that has surpassed previous expectations. The new slogan was, “Pork: Be inspired,” and it drove up the real per capita expenditure of the Pork Board by the 10% they had set as their goal by the end of 2014. The campaign inspired a series of videos and media that has focused on health, flavor, and being modern.

The “Be Inspired” campaign, and the intensive focus on market-based research helped make the company reach its financial goals. Focusing on customers who have already been purchasing pork, and then motivating them to buy more is an amazing example of maximizing the most from your consumers.

– Thomas Winkelman

Nike Will “Risk Everything” on Social Media

The World Cup is long behind us, but the memories will last forever: The United States’ historic run, Germany’s fourth World Cup win, and Nike’s Risk Everything campaign. A campaign that made it into AdWeek’s top ten most viral ads. Nike created one of the most memorable advertisements of 2014, so the question is, how did they do it?

This campaign was almost purely digital, using social media as key to their branding. Nike bet big on creating a couple of great videos in Winner Stays and Last Game, then let the fans do the work of getting it out there.

nike-risk-everythingNike collected their spokesmen from across the globe. The soccer ad featured superstars inside the sport such as Cristiano Ronaldo, Neymar Jr. and Tim Howard. They also reached outside the soccer world with appearances from Kobe Bryant and Anderson Silva to reach those who don’t know the sport.

Superstars don’t always drive success, but Nike’s production quality was top notch. Both the videos produced for Risk Everything told great stories, had an amazing look and were emotionally driven. They extended beyond the traditional thirty second spot to well over four minutes. Nike didn’t create an advertisement, they created phenomenal videos that also advertised the brand.

Nike brought together brand, media, and content to market their products. So let’s start out with the brand.

The literal brand really took a backseat in these videos. At no time are product names or images thrown in that could interrupt the story. While all the products in the commercial were from Nike, there was no blatant, “in your face” attempt to market themselves. The video came first in every aspect, letting viewers crave the brand after viewing the commercial because of how much they enjoyed the ad.

Nike Risk EverythingNike’s media choices really set this campaign apart. Short ads were shown during the World Cup, but the videos thrived on YouTube, Facebook, and Twitter. By February of 2015, the two videos had a combined viewership of 175 million. They reached this incredible number by being sharable. Winner Stays and Last Game were spread by Facebook and Twitter, reaching more and more people without any additional cost to Nike.

This leads to the content. Ads generally just try to get the product in your head. They produce subpar content and force the product on you. Nike’s content resembled nothing like their competitors. The content produced was primarily for entertaining.

The ads were shown as a world coming together, exciting and daring. This is exactly what the brand wanted you to feel about their product without ever saying it. They wanted the consumer to associate these traits with Nike soccer gear without uttering any of those words throughout their ad.

So did the risk pay off? Was focusing on creating great, sharable content instead of putting money into traditional advertising the right route? Nike saw 22 million campaign engagements during the running of Risk Everything. There were also 250 thousand user generated memes, five million visits to the product page and a 21 percent increase in earnings to $2.3 billion according to to this article. This campaign was wildly successful.

Does this campaign act as a game changer in the advertising world? Is running a digital campaign better at reaching out to consumers than traditional media? Is this where advertising is heading? Leave a comment and let me know what you think.

Evan Stevenson

DODGE Takes a Walk Down Memory Lane in ‘John & Horace Dodge’ Ad Campaign

Fiat-Chrysler Automobiles, specifically Dodge, launched an all-new advertising campaign this fall celebrating their centennial anniversary and showcasing the legendary Dodge brothers, John and Horace.

Dodge BrothersThe inaugural commercial aired during college football this fall. The spot depicted how a John and Horace Dodge party would look like in full color. The two brothers party lavishly among white-collar elites, dressed to the nine’s in full tuxedos. The Dodge commercial even takes the unfortunate, and all-too-familiar, ‘we’re rich and we swing from expensive chandeliers when we party,’ angle.

Overall this commercial seems to target the young and bold contingent of Dodge enthusiasts. Although, there is the obvious historical perspective with utilizing the Dodge brothers in the commercial, the spot is more so about associating a “party” lifestyle with the Dodge brand. Something I’m not sure resonates with their main demographic.

The ‘John and Horace Dodge’ campaign features four 30-second commercials in total and a digital and print presence. Besides their ballroom debauchery the Dodge brothers go toe-to-toe in a time capsule commercial that begins with one brother wheeling a 1914 Dodge off the assembly line and ends with the other brother passing a 70’s era Challenger with a 2015 Dodge Charger.

This commercial does a profoundly better job of tugging at the historical heartstrings of Dodge fans while keeping the mood upbeat and fun. John and Horace seemingly engage themselves in a street race that spans nearly a hundred years worth of vehicles all in the matter of 30 seconds. Tremendous sounds are heard from the different vehicles and Dodge fans get to see the vehicles creators doing just what they like to do, put their Dodge through the paces.

The third installment of the four ‘John and Horace Dodge’ run of commercials is a 15-second spot featuring the brothers “Great, Great, Great, Great, Great, Grandson.” The “Grandson” being an all-new 2015 Dodge Charger doing a standstill burnout next to the two “brothers” as they audaciously stand stoic and proud next to the “Grandson.”

As far as 15-second spots go this commercial is in Dodge’s proverbial “wheelhouse.” Many times prior to the ‘John and Horace Dodge’ campaign there have been simplistic Dodge commercials that largely feature just a vehicle and a gristly/bold voiceover who is blunt and to the point. Replicating this tried and true method for the 15-second spot of the ‘John and Horace’ campaign is a clean base-hit for Dodge.

The fourth and final installment of the ‘John and Horace Dodge’ tv commercials is entitled, ‘Ahead of their time,’ and is undoubtedly the finest spot of the four. Available in a 30-second and extended 90-second version there’s no questioning this commercial as the ‘crown jewel’ among the four.

Beginning with a brief montage that features them “walking out” (quitting) of what is supposed to be the Ford Motor Company’s offices viewers quickly understand how Dodge could have never existed without the boldness and courage of John and Horace to leave the established automobile heavyweight that was Ford. The montage continues on to briefly show a celebration scene followed by scenes depicting John as the ‘pitch man’ that could sell anything and Horace as the ‘gearhead’ that could build anything him and his brother dreamt up.

At one point in the spot the voiceover states, “polite society never accepted them, but they couldn’t ignore them.” To me, as a Dodge owner, this line resonates with the companies typical clientele. Since Dodge, for the most part, makes vehicles that are performance-driven and aggressively styled their consumers tend to stray from anything deemed “cookie-cutter” or “bland.” As the 90-seconds begins to wind down the commercial’s seriousness is reinforced when the voiceover describes the Dodge brothers died within a year of each other and states that, “It was said, they were unsuited for their time, but that was only because, they were ahead of it.”

Time will tell if the ‘John and Horace Dodge’ campaign will equal more sales. However, three of the four commercials for television all get passing grades from me for the homage paid to the brothers, and the establishing it does for the brand as a forward-thinking/ahead-of-its-time company.

Chrysler Chief Marketing Officer Olivier Francois said the campaign is meant to pay homage to the brothers that led the brand to what it is today.

What are your thoughts? Did Dodge capture the soul of John and Horace in these four commercials? Did they establish their brand well using these historical perspectives? Let us know in the comments!

Cole Bair

Hololens: Microsoft’s next “Big Thing”

On January 21st, at the Windows 10: The Next Generation event Microsoft unveiled their latest product, the Hololens. The Hololens is essentially smart glasses with a Windows 10 computer built in to let the user have control of their surroundings through holograms. This product has been recently compared to Google Glass, which was released a couple years ago. Although it is easy to compare the two, there are many differences.

Microsoft-HoloLensWith the Microsoft Hololens the user can have images portrayed in front of them, while the Google Glass was just what you saw in front of you, nothing new. The Harvard Business Review discussed what really sets Hololens apart from Google Glass with James McQuivey of Forrester, an independent digital market research firm.

In several YouTube advertisements on their channel, Microsoft showed consumers what they can expect from this product. In the first advertisement called “Transform your world with Holograms” Microsoft brought the viewer into their world of holograms and how they can be applied to businesses as well as your everyday life. In one example the demonstrator had a 3D figure of a dirt bike and showed her co-workers some ideas she had about where to fit the gas tank. Microsoft is really taking the idea of 3D imaging and holograms to a new level.

In another YouTube advertisement Microsoft sat down with part of the team that helped create the Hololens and asked them about their creative process and what they thought about the future of holograms. I really enjoyed this specific ad because you could tell the team was genuinely proud of what they had accomplished and were excited about what this technology had in store for the future.

With Microsoft being primarily in the software side of technology, except for the hugely popular Xbox franchise, it came as a bit of a surprise that they were taking such a huge leap into this type of technology. With Google leading in this technology it is interesting to see Microsoft developing such a cool and innovative product. MGD Advertising out of Florida discussed how Microsoft is rising in the technology race while it seems Google is declining.

I see what they are trying to say in this piece. With Google Glass pulling the plug on the production of the first Google Glass (though confirming there will be a second version), this is Microsoft’s chance to rise up and try to take the crown that Google has had such a hold on.

hololens interactionOf course there are people who do not think this makes Microsoft a formidable company in the hardware tech sector. While it is fair to say that Microsoft has had their bad ideas and flops in the past, I feel like this product is something that can really bring them to a whole new level of supremacy. The Hololens seems like a product that will stick around long enough for the public to really understand what holograms can do to help them improve doing tasks in their lives. Microsoft’s advertisements give the user a glimpse into the relatively unknown world of holograms and what they can do to help them in their everyday lives.

A few questions: What do you think the future of Hololens is? Do you think this is a product that has staying power and could be a major change to the technology landscape? Is Microsoft the company that is going to break through with hologram technology?

Brice Berger

Gatorade: The Champion’s sports drink….and more?

50 years ago, scientists at the University of Florida were asked to create a drink that would help athletes regain lost fluids during any type of physical activity. They created Gatorade, named after the university’s football team the Gators. Today, Gatorade is a part of PepsiCo and is the leading sports drink in the country. I will be talking about some of the different marketing campaigns that Gatorade has ran over the years, including the G series, their “Beat the Heat” campaign, and most recently their 50th year celebration.

In 2010, Gatorade executives saw that they were starting to lose their brand identity. Gatorade used to be mainly for athletes, but it was starting to be known simply as a cool refresher. To get back to being known as an athlete’s drink, Gatorade introduced the G series.

Gatorade G SeriesThe G Series was made up of three main products: Prime, Perform, and Recover. Gatorade Prime was a gel type substance that athletes would consume before a sporting event. During the game, they would drink Gatorade Perform, which was like the original sports drink. After the game, athletes could drink Gatorade Recover, which consisted of both protein and carbs to help the athlete hydrate and recover.

More recently, Gatorade has introduced new products in their G series. Under the new brand G Series Fit, athletes could consume either a fruit and nut bar or a fruit smoothie with a healthy dose of protein. These were not only designed to help an athlete recover faster, but also were made with a healthier incentive. Gatorade also introduced the G Series Pro, which consisted of a recovery bar with vitamins, minerals, and milk protein, and their new Pro chews, which are like gummy bears that provide energy and electrolytes.

Gatorade beat the heat10 years ago, even before the G Series, Gatorade launched the “Beat the Heat” campaign. Gatorade found after a research study that 70% of high school football players were not properly hydrated when they came to practice. So, with the help of the NFL, MLS, MLB, & NBA, Gatorade is now promoting proper hydration to all athletes across the country.

During this campaign, Gatorade has also helped design the “Gatorade Heat Safety Kit.” This safety kit gives tips and advice not only to athletes, but also to their parents and coaches on how to properly keep themselves hydrated. So many times we see athletes getting sick because of the heat, so this program by Gatorade is great for everyone.

There is no doubt that Gatorade is a company that is proud of its history. Many of the greatest athletes on the planet have used Gatorade as their drink of choice when they need to refresh. In Gatorade’s latest ad, we are shown some of the greatest sport moments of all time while celebrating Gatorade’s 50th anniversary. The ad starts with the 1965 Florida Gators football team doing pushups. The Gators count to 50, we are shown great moments that deal with each number.

I personally really like this ad because Gatorade showing that if any athlete wants to succeed, they need to drink Gatorade. Gatorade gives all of the athletes in the commercial the fuel they need to succeed. If I was someone who had never heard of Gatorade, I would be convinced to drink it because of the success other athletes have had with it.

While much of the focus is on their sports drink, I believe Gatorade offers a strong message with their “Beat the Heat” campaign. There have been many examples of athletes losing their lives because they were not hydrated properly. Telling athletes across the country not only will help them stay conditioned on the field, but will also keep them from getting seriously hurt.

In all three of Gatorade’s campaign, I believe they are truly getting across a strong message. With their G Series Fit and G Series Pro, I like how Gatorade is trying to show that they are not just a sports drink. They are trying to expand their brand into offering healthier snack choices that also give athletes energy. Gatorade is the king of sports drinks, and it looks like they are looking for more.

I have some questions for you—let me know your thoughts in the comments!

Is Gatorade your first preference of a sports drink? How could Gatorade expand their brand even more? Do you see Gatorade even losing its grip on the sports drink world?

Andy McConnell

100 Years of OREO: The Daily Twist, Lick and Dunk

Oreo celebrated its 100th birthday in 2012, and wanted to create their image into something more modern. This lead to the creation of the Daily Twist campaign. This campaign was very effective, and some people believe that it’s a new standard for the future marketing in this age.

Daily Twist plays off Oreo’s “twist, lick and dunk” slogan. The Daily Twist creates an eye catching ad for each day that represents current events, pop culture news, milestones, etc. These ads are images of an Oreo cookie that has doctored in order for it to represent the topic picked for the day.

One of Oreo’s goals with this campaign was to help people from around the globe enjoy their inner child. Cindy Chen, who’s the director of Oreo’s marketing at Kraft Foods told Ad Age that Daily Twist was meant to filter the environment around everyone by utilized the “playful imagination of Oreo.” Oreo also succeeded in showing the world its relevance by utilizing real time happenings.

On 25th June 2012 the Daily Twist started, and immediately went with a bold move. The first cookie created was stuffed with rainbow filling in order to celebrate Gay Pride Month. There was also a Mars Rover Oreo, Shark Week Oreo, and a tribute Shin-Shin’s newborn cub. By the end a handful of 100 versions were rolled out once a day until 2nd October.

Don’t mistake “Daily Twist” as a print campaign, because while it does use simple, striking images it is not considered a print campaign. Chen told Ad Age that it was a social and digital campaign to involve the fan base. Daily Twist had a dedicated website, became a sensation on Pinterest, Facebook, and Tumblr. The daily content chosen by the Daily Twist was meant to instigate conversation and sharing. “Consumption of media has shifted quite a bit too digital, social and mobile. To be on pace with that is really important for the brand to continue to grow; that’s why the Daily Twist program was born,” Chen emphasized to Ad Age.

Content that was created during this campaign was acknowledged very positively. The campaign created 231 MM impressions, its Facebook page had 433 million views and had a +280% increase in shares. The Daily Twist also had +2,600 media stories about the innovations of Oreo’s brand. 360i said, “By the end of the 100 days, Oreo became a living, breathing part of culture, and people looked at the brand in a completely new way.”

The Daily Twist’s success has been widely recognized across the industry. It has received 3 Clio, 4 Cannes Lions, 1 Facebook Studio, 1 Webby award, and 3 Effie (for more information on the Daily Twist’s rewards click: here). It’s not hard to imagine why some of the industry’s key players believe this campaign has set a new standard for marketing in the digital age.

What do you think that real time advertising? Do you think that real time advertising will become a prominent type of advertising?

Aven Helgerson

An “Invitation” to the XBOX One

On November 22, 2013 Microsoft released the XBOX One. The release of a next generation console is a hard transition for gamers and hard to sell because people are hesitant to purchase it because they are unsure of what the aspects are or what other console systems will become available that year. Microsoft decided to create an interesting way to advertise and invite players into the world of the next generation system the XBOX One.

xboxoneOne month before launch, on October 25, Microsoft released a T.V. advertisement that they called “The Invitation.” In the ad there were several appearances of characters that would be featured in the games that would be dropping with the XBOX One. These games include Ryse son of Rome, Titanfall, Forza, and Dead Rising 3. The games released initially with the console were exclusive to the XBOX One. Throughout the advertisement game characters motion towards people, inviting them into the world of the XBOX One.

The advertisement was extremely clever in finding a creative and innovative way to get people interested in a next generation system. The commercial invites people of all ages and occupations to get a XBOX One and become immersed. The opening scene of the commercial is set in a business meeting, indicating that even middle-aged businessmen can enjoy the XBOX.

At the time of launch, the big question for gamers was whether to buy the XBOX One or the PlayStation 4, and right before the holiday season it was an even bigger question for parents. The XBOX One and the PlayStation 4 were both released right before the 2013 holiday season. The Playstation 4 sold 4.2 million units in 2013 compared to the XBOX One, which sold 3 million units.

Microsoft decided to gear up for 2014 by releasing another Commercial for the XBOX One. The second ad was similar to the invitation commercial, but they also create a way to make the next generation system feel more realistic. The commercial featured the XBOX One exclusive game Ryse son of Rome.

The key line in this commercial is “if it was any more real, it would be real.” Microsoft is trying to present the next generation system as a system that is as real as real life. Throughout the commercial the man gets cuts on his body and whenever he gets a cut the commercial flashes to action scenes in the game. At the end of the commercial they show a scene of the game where a Roman soldier is putting on his helmet, and the guy in the mirror gets pumped and then returns back to game. Microsoft is appealing to people who are uncertain about the XBOX One by claiming that it is incredibly realistic because it is a next generation system.

XBOX One sales did not increase until they dropped the price. People were clearly interested in the XBOX One by their creative campaign, but the price was apparently an issue for many consumers.

Daniel Hampe