Update: Samsung denies Apple Store ‘Wake up’ stunt is theirs

Macworld Australia Staff
30 April, 2012
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Outside the Apple store in Sydney recently, a group of protesters with a black bus painted with the words ‘WAKE UP.’ on the side, campaigned and chanted to customers to “wake up.”

Several people wearing black clothing exited the bus, with the same worded signs, shouted “WAKE UP” over and over again.

A teaser campaign marked by the words ‘WAKE UP.’ is counting down to the launch of a mystery product in Australia. The campaign believed to be local agency Tongue who is working with Samsung for the global launch of the Samsung Galaxy SIII smartphone, a rival to the iPhone, as reported by Mumbrella.

Nate ‘Blunty’ Burr , a video blogger who claimed to have been at the Apple Store in Sydney by coincidence recorded the protest.

In addition, ‘WAKE UP’ was also seen written on the bottom of Bondi Icebergs pool, as well as on several of billboards placed around.

The URL registered to New Dialogue, that later relaunched as Sydney agency Tongue has a website wake-up-australia.com.au and is currently counting down and is set to expire days after Samung’s ‘Next Galaxy’ launch on May 3 in London, could mean the launch date for the device in Australia.


UPDATE: Samsung Electronics Australia has officially denied it is behind the campaign, with Marketing Director - Corporate Arno Lenior releasing this statement this afternoon (April 30):

“It’s great to know we’re front of mind with parts of the media as well as a good few bloggers when it comes to discussing campaigns like ‘Wake Up’. As a market leader in smartphones we think Australians have already woken up to the multitude of choices available, but kudos to whoever is behind the campaign – clearly its captured significant attention in the market and we are as keen as everyone else to discover who is behind it. As ever, we look forward to providing all Samsung fans (and potential recruits) with even more freedom of choice in the future through our innovative range of smartphone devices.”


BLOG: Is RIM behind the embarrassing Wake Up stunt?







7 people were compelled to have their say. We encourage you to do the same..

  1. Anderson says:

    Sleazy Samsung is up to their old tricks.

  2. Me says:

    I bet half of them had iPhones in their pockets.

  3. mike says:

    Samsung has distanced themselves from the flash mob. Well done Anderson, you done good aye.

  4. Sikosis says:

    I guess Samsung were worried about backlash or geting sued so they’ve distanced themselves. Lame.

  5. sempaxs says:

    Are you sure its samsung??? Hahaha WAKE UP!!!!!!!

  6. jaz says:

    lol you guys need to wake up its not samsung, its RIM (blackberry) that staged this and they owned up to it

  7. Macworld Australia Staff says:

    lol indeed. Look at the date of the story. And here: http://www.macworld.com.au/?p=52406

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