Samsung Galaxy launch believed to be behind ‘Wake up’ teaser campaign

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 a local activation by Tongue for the global launch of the Samsung Galaxy S3 smart phone, a rival to the iPhone  - centres around a staged protest outside the Apple Story in Sydney.

(April 30 update: Website Mac Talk suggests that BlackBerry owner RIM may be behind the campaign.)

A black bus branded ‘Wake up.’ saw people chant the slogan and wave placards outside the store, which was recorded by video blogger Nate “Blunty” Burr who claimed to have been at the venue by coincidence.

This is not the first protest the Apple Story on George Street has endured this week. Greenpeace is holding a protest to pressure Apple into using renewable energy sources instead of coal to power its cloud computing platform, iCloud, today.

The ‘Wake up.’ campaign has also seen the words written on the bottom of Bondi Ice Bergs pool, as well as on a series of billboards placed around town. There was also a site takeover on news.com.au over the Anzac day holiday.

The website wake-up-australia.com.au is currently counting down to the launch. The URL is registered to New Dialogue, the company which later relaunched as Sydney agency Tongue.

In other markets, a teaser for the Samsung Galaxy depicts people as sheep for buying Apple’s iPhone.

British newspaper The Daily Mail reported on the campaign earlier this week, pointing to a Samsung website called ‘tgeltaayehxt’, which is an anagram of ‘The new Galaxy’.

Digital site Bannerblog speculates that the campaign could be for a new solar energy product or NAB bank.

Comments


  1. Cameron
    26 Apr 12
    12:49 pm

  2. ‘tgeltaayehxt’

  3. Cameron Craig
    26 Apr 12
    12:50 pm

  4. ‘tgeltaayehxt’ is not an anagram of ‘The Next Galaxy’ as there is no ‘n’ in ‘tgeltaayehxt’

  5. Seahorse
    26 Apr 12
    1:00 pm

  6. “A rival to the iPhone 5″?

    We’re only up to 4(S)!

  7. DaveReporter
    26 Apr 12
    1:13 pm

  8. It is a friggin’ phone for goodness sake. It allows you to make and receive calls (hopefully), check email, browse the Internet and run applications. Let’s keep it in perspective.

  9. jegan
    26 Apr 12
    1:20 pm

  10. Seems another great stunt poking fun at the Apple lemmings who suffer from ‘creative delusion’

  11. it is what it is
    26 Apr 12
    2:25 pm

  12. it is for the new version of Kies for gawds sake. S3 comes out in Nov.

  13. Stephen G
    26 Apr 12
    2:37 pm

  14. I saw them on Oxford Street huddled in the rain, with people ignoring them. Given the efforts and expense they’ve gone to in order to ‘tease’ the public, I struggle to see that anyone will make any kind of connection with the product when it does launch. Looks good from a ‘let’s launch an edgy and engaging campaign’ point of view’ but not from a ‘let’s actually achieve any results’ perspective

  15. Michael
    26 Apr 12
    2:41 pm

  16. Hi saw this digital billboard while on a highway at night- “WAKE UP” appearing just as I started driving under it.

    I was use it was a clever “safe driving” campaign by the Government.

  17. Hill Yid
    26 Apr 12
    2:55 pm

  18. iSheep

  19. Anonymous
    26 Apr 12
    2:58 pm

  20. Seahorse, the article actually says a ‘rival to the iphone’ not ‘rival to the iphone 5′
    The iPhone 5 is rumoured to be released in October

  21. mumbrella
    26 Apr 12
    3:00 pm

  22. Hi Anonymous,

    In fairness, we did say iphone 5 originally, but amended it for clarity.

    Cheers,

    Tim – Mumbrella

  23. Steve
    26 Apr 12
    3:02 pm

  24. It’s actually another type of fruit…

  25. Harry
    26 Apr 12
    3:10 pm

  26. Wake Up… this campaign is making me very, very sleepy

  27. Sullos
    26 Apr 12
    3:28 pm

  28. What happens when your best idea is to poke fun at popularity?

  29. sroc
    26 Apr 12
    4:35 pm

  30. It’s actually http://www.tgeltaayehxnx.com/ (not “tgeltaayehxt” as quoted in this and infinite other articles) and it’s an anagram of “The Next Galaxy” (not “The New Galaxy” as quoted in this article).

  31. Mr Know It All
    26 Apr 12
    4:53 pm

  32. There are several hilarious things about this campaign. Firstly the appropriation of protest imagery so close to the Kony Campaign failure. Secondly the use of technology bloggers who “just happened” to be at the apple store to film video of the protest. Thirdly that the date they are counting down to is the launch of a Samsung campaign when the campaign is not for Samsung. It is 100% not for Samsung.

  33. David
    26 Apr 12
    5:03 pm

  34. ….is that because they suffer from isheepapnia? Having just reported $13bn quarterly revenue imagine what Apple could do if awake! (agree with Sullo’s comment – lowest form of creativity)

  35. richie
    26 Apr 12
    6:10 pm

  36. i think we should all take a moment to appreciate @DaveReporter’s comment, cause if there is one thing we in the media industry should know/think/comment about, it is how little consumers care about phones, how they have limited application and how PR associating their launches is nothing worth paying attention to. insightful.

  37. Simon Rowell
    26 Apr 12
    6:23 pm

  38. 2 words – “pathetic” and “yawn”

  39. sjc
    26 Apr 12
    9:52 pm

  40. “i don’t care”

  41. Scott
    26 Apr 12
    11:39 pm

  42. I’m actually not sure that it is for “The Next Galaxy” as the end time for the countdown is: “6 May 2012 14:59:59″ (Taken from the Javascript on the website) which is 2 days after the London announcement and on a Sunday our time.

    Which doesn’t seem to fit in my mind…

  43. Tima
    27 Apr 12
    2:37 am

  44. Let Mortal Kombat begin!

  45. MOZ
    27 Apr 12
    4:41 am

  46. You guys need to do a little bit more of journalistic research (and maths). The countdown timer does not end in correlation with the Samsung event at May 3rd at London (May 4th, 4.00am AET) – it ends approximately on May 6. So that precludes this racket has anything to do with the new phone or Samsung.

    It does however involve the many issues raised by some here, which seem to be what the real protest is about – raising economic uncertainty, global resource appropriation and political mismanagement of funds, monopolistic banks etc etc…
    Apple was probably one the many singled out due to it being a very visible icon and is a contentiously ‘guilty’ contributor to part of these issues.

  47. dsgbfggfgf
    27 Apr 12
    4:49 am

  48. Well, If you have a proper brain, you may know this flash mob is NOTHING to do with samsung.

    First, The video is not seen a any logo, device, slogan or whatever. There is no proof that this flash mob related to samsung.

    Second, ‘wake-up-australia.com.au — This flash mob domain is not owend by Samsung

    Third, ‘wake-up-australia.com.au’ this website counting 850,000 seconds in now = 9.8 days ahead from now.
    The end time is : 6 May 2012 14:59:59
    SGS3 launch event date is 6 days ahead from now. (3 May 2012)
    Cleary difference from Samsung Galaxy S3 launch date.\

    Third, At end of video, this flash mob crowd demonstrated not only apple store but also anywhere. so flash mob is actually is nothing to do with apple.

    This is some kind of flash mob campaign (politic or something?) which is not related to Samsung.

  49. dsgbfggfgf
    27 Apr 12
    4:52 am

  50. Well, If you have a proper brain, you may know this flash mob is NOTHING to do with samsung.

    First, The video is not seen a any logo, device, slogan or whatever. There is no proof that this flash mob related to samsung.

    Second, ‘wake-up-australia . c om . au — This flash mob domain is not owend by Samsung

    Third, ‘wake-up-australia . c om . au’ this website counting 850,000 seconds in now = 9.8 days ahead from now.
    The end time is : 6 May 2012 14:59:59
    SGS3 launch event date is 6 days ahead from now. (3 May 2012)
    Cleary difference from Samsung Galaxy S3 launch date.\

    Third, At end of video, this flash mob crowd demonstrated not only apple store but also anywhere. so flash mob is actually is nothing to do with apple.

    This is some kind of flash mob campaign (politic or something?) which is not related to Samsung.

  51. Norbs
    27 Apr 12
    10:03 am

  52. So instead of a sheep you can look like a bad clone of a sheep. Funny I just read about cloning today too…

  53. Anonymous
    27 Apr 12
    2:27 pm

  54. Gabbo! Gabbo! GABBO!
    Snore. It’s annoying that this sort of thing still works (ie gets people speculating).

  55. Know It All
    27 Apr 12
    4:36 pm

  56. Look at Steve’s comment above. That’ll give you a clue.

  57. Jason
    27 Apr 12
    11:38 pm

  58. Taking low blows at your potential customers is just bad business. Get real Samsung. Apple worked hard to build a product that people would fall in love with through their own passion for technology and good design. Samsung tried to copy that product with no consideration to anything other than trying to steal market share.

  59. Peter Wells
    28 Apr 12
    2:12 pm

  60. God, poor Old RIM. Even when they try to do something cool it turns out fucking lame, and even then, everyone assumes its someone else.

    Also, quite lucky that Blunty, who’s done promotional videos for Blackberry in the past, just happened to be there.

  61. Sammy
    28 Apr 12
    11:32 pm

  62. Samsung have a business relationship with Vodafone. . Vodafone are a new dialogue client. The domain is registered to new dialogue. Vodafone have some pretty average marketing history. Vodafone are relaunching their network. Vodafone.

  63. jason, WAKE UP
    30 Apr 12
    12:41 am

  64. No, Jason, it is about getting people to actually think. Plus there is no indication Samsung are behind it and they have also released a statement saying they are not behind the stunt.

    In your world there would be one type of car, one type of TV, no choice. Not just first mover advantage but first mover domination??! I am no Samsung lover but I am definitely pro competition.

    Troll harder.

  65. Billy C
    30 Apr 12
    2:36 am

  66. Mactalk have established it’s almost certainly Blackberry.