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.
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.”