How does a tablet-maker compete with the iPad 2? By playing up product attributes — like being thinner, faster and lighter.
That’s Samsung‘s approach, at least, for its Galaxy Tab. The brand broke three ads for the UK market Monday that each highlight one of those qualities.
The “Lighter” ad imagines a situation in which an elevator is so loaded up that the weight of a cup of coffee, rather than the Samsung Galaxy Tab, makes all the difference. The “Thinner” ad shows a dad camouflaging his Tab with a pencil. In “Faster,” a bratty kid complains that his (unnamed) tablet is too slow while a kid sitting next to him is able to enjoy the speed of the Galaxy Tab.
Though the ads don’t mention the iPad 2 by name, the Galaxy Tab is lighter and thinner, though it’s debatable whether it’s faster. (The device’s alleged similarity to the iPad is the subject of a dispute in Australia right now.) Motorola also tried to puncture the Apple mystique with a well-received Super Bowl ad, but that hasn’t made Xoom a hit.
"Faster"
A bratty kid complains about the slow download speeds on his tablet while another kid sitting nearby enjoys the Samsung Galaxy Tab's faster operation.
"Thinner"
A Dad uses a pencil to hide his Galaxy Tab from his prying son.
"Lighter"
A harangued employee is able to catch a ride in an elevator after ridding himself of a cup of coffee, which was heavier than his Galaxy Tab.
More About: advertising, iPad 2, MARKETING, Samsung Galaxy TabFor more Business & Marketing coverage:Follow Mashable Business & Marketing on TwitterBecome a Fan on FacebookSubscribe to the Business & Marketing channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Tue, 02 Aug 2011 17:37:14 +0000 at http://feeds.mashable.com/~r/Mashable/~3/2GtQ0ZMhcYo/
Comments: http://mashable.com/2011/08/02/samsung-galaxy-uk-ads/#comments
That’s Samsung‘s approach, at least, for its Galaxy Tab. The brand broke three ads for the UK market Monday that each highlight one of those qualities.
The “Lighter” ad imagines a situation in which an elevator is so loaded up that the weight of a cup of coffee, rather than the Samsung Galaxy Tab, makes all the difference. The “Thinner” ad shows a dad camouflaging his Tab with a pencil. In “Faster,” a bratty kid complains that his (unnamed) tablet is too slow while a kid sitting next to him is able to enjoy the speed of the Galaxy Tab.
Though the ads don’t mention the iPad 2 by name, the Galaxy Tab is lighter and thinner, though it’s debatable whether it’s faster. (The device’s alleged similarity to the iPad is the subject of a dispute in Australia right now.) Motorola also tried to puncture the Apple mystique with a well-received Super Bowl ad, but that hasn’t made Xoom a hit.
"Faster"
A bratty kid complains about the slow download speeds on his tablet while another kid sitting nearby enjoys the Samsung Galaxy Tab's faster operation.
"Thinner"
A Dad uses a pencil to hide his Galaxy Tab from his prying son.
"Lighter"
A harangued employee is able to catch a ride in an elevator after ridding himself of a cup of coffee, which was heavier than his Galaxy Tab.
More About: advertising, iPad 2, MARKETING, Samsung Galaxy TabFor more Business & Marketing coverage:Follow Mashable Business & Marketing on TwitterBecome a Fan on FacebookSubscribe to the Business & Marketing channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Tue, 02 Aug 2011 17:37:14 +0000 at http://feeds.mashable.com/~r/Mashable/~3/2GtQ0ZMhcYo/
Comments: http://mashable.com/2011/08/02/samsung-galaxy-uk-ads/#comments