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 over the Anzac day holiday.

The website 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.


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