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In the last year, there was only one name in the mobile industry: iPhone. That wasn’t because the phone has alien technology, but because Steve Jobs is brilliant in his domain – selling well polished devices. We all know that when it comes to marketing – good marketing -, Steve Jobs is the man. He can sell you an entire continent, dressed in the same black shirt and old blue jeans. But, this post is not referring at Steve Jobs, but at Samsung’s “iPhone killer” – Samsung Instinct.

To be more specific, this post is not referring to the Instinct capabilities, but to its promotion campaign which I honestly say that it was a clever one. I will break down some of its main ideas in the following line and at the same time you can visit the site in order to have a clear perspective of the campaign.

Acid idea but … good idea
Initially the site was based on comparison movies between iPhone and Instinct. The movies were simple, yet the music and the way there were created was very nice. The videos were emphasizing the drawbacks of the iPhone mainly, while the Instinct was presented as a valid option for those issues.
After this approach, Sprint – the mobile company that is launching and promoting the phone along with its mobile plans, has made a new website. The new website is called Instinct The Phone and at the core has the idea of a movie site. The nice thing is that now, all the features are presented as movie teasers and everything is related to movies. A strange twist, but I think that it is a good choice. Everybody is curious during the summer period what great movies will appear and that buzz can also go to Sprint’s campaign.

The campaign is aggressive and has good guidelines and gives the end-user a battle between products. Kudos for the idea and execution. Keep up the good work guys.

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Campaign
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