Traditionally, Samsung’s mobile advertisements focus on functionality, either by focusing directly on the features of the phone, or by comparing the device’s features to it’s competition (especially the iPhone). These ads, like Samsung’s phones, target those who value function over form. And both the ads and phones have been very successful, making Samsung the number one manufacturer of smartphones in the world.
But with the new Galaxy Alpha, Samsung seems to be aiming at a different demographic: those who choose form over function, or at least form equal to function. Call them hipsters, or iPhone buyers, or, as Samsung’s ad agency does “Alpha people,” it’s an audience that Samsung has not really targeted in the past.
At Samsung Update, we think this ad certainly makes the phone look stylish. What impact that will have on sales is harder to guess. What do you think? The ad says nothing about the phone’s technology at all. In fact, it says almost nothing at all. Will a focus on style change your opinion of Samsung, or make you more (or less) likely to buy a Samsung device?
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January 16 2019