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Samsung denies orchestrating Wake Up anti-Apple campaign

updated 02:35 pm EDT, Fri April 27, 2012

Identity of Wake Up campaign now a mystery

Samsung on Friday gave a statement denying that it was responsible for the Wake Up campaign 'protesting' at Apple's retail store in Sydney, Australia. The company told SlashGear that it wasn't involved at all with the campaign, which makes no mention of any company or organization's name. The company behind the campaign, marketing agency Tongue, hasn't identified its client.

Some have speculated it may be tied to Greenpeace's claims of Apple running a 'dirty cloud' through its choice of power sources for datacenters, but the style would run against Greenpeace's usual methods and desire to both identify its cause and itself.

Samsung may have inadvertently become the victim of its own marketing. By so closely associating its Galaxy phone campaign with attacking iPhone fans personally, Electronista and others had made the connection as the only public example of a company that was targeting Apple directly. This was exacerbated by Samsung staging a pop-up store last year next to the Sydney Apple Store in an attempt to push the Galaxy S II launch.

Electronista regrets the error.

By Electronista Staff


  1. dliup

    Fresh-Faced Recruit

    Joined: Jan 2006


    Samsung lies?

    Samsung lied about not copying Apple. Of course it would keep lying.

  1. Jeronimo2000

    Forum Regular

    Joined: Aug 2001


    I would find it hilariously funny...

    ... if it turned out those "WAKE UP" signs were printed on just one side.

    There's two kinds of sheep: the normal kind and the paid kind.

  1. Paul Huang

    Mac Enthusiast

    Joined: Sep 1999



    is not a river in Egypt.

  1. Feathers

    Grizzled Veteran

    Joined: Oct 1999



    Why don't I believe Shamsung? I don't think Ad agencies are protected by attorney-client privilege so it's only a matter of time before the truth "leaks" out.

  1. climacs

    Mac Enthusiast

    Joined: Sep 2001


    No, Samsung didn't do it.

    Nobody was there who is a direct employee of Samsung. It was an agency they hired, and nobody who directly works for the agency did it either. They just paid people - independent contractors - to show up with signs.

    Distinction without a difference. SameSong really does think we're all stupid.

  1. Feathers

    Grizzled Veteran

    Joined: Oct 1999


    Clue in the denial

    The denial states that "Samsung Australia" was not involved... From the desire, within the statement, to emphasize this distinction, it's pretty clear that some Shamsung company WAS involved.

  1. Geoduck

    Junior Member

    Joined: Jan 2010



    As soon as I saw "The company behind the campaign, marketing agency Tongue," I recognized the stench of corporate astroturfing.

  1. BigMac2

    Forum Regular

    Joined: Dec 2000



    What the point of paying a marketing agency for a marketing stunt with an out of context message from a nameless cause?

  1. tundaman

    Fresh-Faced Recruit

    Joined: Mar 2010


    The truth is out there

    I think everybody will know the truth about this silly stunt soon enough:

  1. macnnoel

    Fresh-Faced Recruit

    Joined: Feb 2005


    smear campaign from a scummy marketing company

    what an original idea


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