Engadget posted a link to the new Samsung Galay S campaign in Japan.
Brilliant I say.
While most “iPhone killers” are feature-heavy and, arguably, offer more than the iPhone, the fact of the matter is Apple’s marketing and branding has made it easier to identify with (and desire) their products. Sure I think the iPhone’s UI is best of breed — but try selling that to the person who has to ask “what’s a UI?”
You know what you can sell, though? Darth Vader.
Samsung’s positioning positioning strategy is great. Apple is light and trendy? Fine, we’ll be dark and cool. At the end of the day, anthropomophizing their product by using a character already embedded in the cultural psyche with its own built-in set of connotations as a way to accelerate the brand-building process was slick and clever.
Now we just sit back and wait for the Justin Long / John Hodgman / Darth Vader spoofs to pop up.