Samsung denies ‘Wake up’ campaign is theirs

Wake up campaign on Sunrise

Samsung has released a statement denying that the electronics maker is behind the ‘Wake up’ campaign, which has been perplexing consumers in Sydney and Melbourne over the last week.

The campaign has seen a black bus branded ‘Wake up’ tour the cities with people chanting the slogan and waving placards, the words ‘Wake up’ written on the bottom of Bondi Ice Bergs swimming pool and a fleeting appearance on breakfast show Sunrise.

Samsung’s marketing director Arno Lenior said: “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.”

Lenoir added: “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.”

A story on Mumbrella last week suggested that the brand behind ‘Wake up’ could be Samsung, as sources pointed to the launch of the Samsung Galaxy, a challenger to the iPhone. The ‘Wake up’ protest outside the Apple Story also hinted that the brand was Samsung Galaxy.

Meanwhile, website Mac Talk is claiming that BlackBerry is behind the campaign.

BlackBerry had not returned Mumbrella’s calls at the time of publication.


  1. wake up
    30 Apr 12
    5:16 pm

  2. 50 snoots says its blackberry….

  3. Billy C
    30 Apr 12
    5:46 pm

  4. Oh course it’s blackberry. People were dropping hints in the last comment section on this very site. We know it’s someone with money, you can assume since they targeted Apple that it’s a telco or device manufacturer, and they are using the research in motion id on their website. Who else is it going to be?

  5. Mills
    30 Apr 12
    8:02 pm

  6. Whoever it is, it’s a client of Tongue’s. Check the domain register.
    Vodafone, Kellogg’s, Goodman etc…

  7. Tabitha
    1 May 12
    1:18 pm

  8. Well whoever it is they must be upset with Apple’s more advanced, more popular products – almost verges in a breach of the Trade Practices Act – watch for the court injunction against them. Whoever the culprit is they are one of the dumbest marketers on earth.

  9. Brie
    1 May 12
    1:20 pm

  10. Ooo it gives me goose bumps!

  11. Shane
    1 May 12
    2:01 pm

  12. Aquabumps photographed a speed boat with a ‘wake up’ sign this morning;

  13. Reuben
    2 May 12
    1:36 pm

  14. Received hand written mail saying “Dear Reuben – Wake Up!”