Samsung takes ‘Wall Huggers’ campaign to airports

By , Aug 14, 2014

Samsung Galaxy S5 ad (iPhone battery 001)

Samsung’s much-talked-about anti-iPhone campaign dubbed ‘Wall Huggers’ is expanding to select airports, which are among the most trafficked public spots and traditionally the domain of iPhone and MacBook-toting users.

After poking fun of the iPhone’s appalling battery performance with its controversial 30-second television spot, the South Korean conglomerate is now displaying Galaxy S5 ads at power outlets throughout major airports.

The posters advertises the Galaxy S5’s Ultra Power Saving mode and features a tagline saying “So you have the power to be anywhere but here” in a not-so-subtle dig at Apple’s iPhone 5s campaign which revolves around the tagline “You’re more powerful than you think”…

As reported by CNET, Samsung is now trolling iPhone users around power outlets at select airports.

Samsung tells me that these angst-inducing ads will be gracing John F. Kennedy International Airport in New York, , as well as Chicago’s O’Hare and Midway airports. They may also appear at other airports.

And here’s Samsung’s poster, taken by MacRumors reader Harrison Weinerman in Terminal C at the Newark airport in New Jersey on August 10.

Samsung Galaxy S5 ad (Wall Huggers 001)

I think Samsung’s campaign hits a nerve.

The iPhone can certainly be bashed for its sub-par battery performance, sub-par relative to jumbo-sized Android handsets that have much stronger batteries.

As a quick reminder, here’s Samsung’s ‘Wall Huggers’ TV spot.

Perhaps unsurprisingly, an internal research told Apple that early iPhone 5 adopters wanted, first and foremost, a longer-lasting battery. Many other surveys have since corroborated the notion.

For example, a survey of 1,000 smartphone users conducted by uSell.com and publicized earlier today by BGR has reiterated that a stronger battery life is what iPhone users seem to be craving more than anything else.

Specifically, 37 percent of respondents (nearly four out of each ten people) wanted an improved iPhone battery versus just 19 percent who said they wanted the iPhone to get a bigger display.

And, in our own little non-scientific poll focused on the stronger battery vs. bigger screen dilemma, the vast majority of respondents opted for a longer-lasting battery.

Are you a wall hugger?

Does your iPhone last through the day or do you need to carry an external battery pack around with you?

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  • Domodo

    Say what you want about Samsung, but this campaign is spot on!

    I am dead sick and tired of my iPhone dying on me mid day. Not even lasting until late afternoon! It’s beyond pathetic in this day and age!

    And honestly, if your iPhone lasts you an entire day or even more, then you don’t understand what a smartphone is and should probably get an old Nokia or Sony Ericsson feature phone. You would do just fine with texting and calling with those devices. You don’t need an iPhone for that.

    • Tim Farris

      without the so called battery saver function its a battery hog

    • NaSty

      Completely agree, why have games and apps when you cant use them whenever you want, without worrying about the battery dying on you. Sometimes people will want to play music while playing a game on the bus or train, and be able to use it at work (lunch), then on your way back home you want to be able to listen to music and play games again, while still having some battery left in case of an emergency.

      • Tim Farris

        ya thats why i said without the battery saver its a battery hog the thats the catch on that phone when you are saving battery you are disabling 90% of the functions on the phone rendering it useless why have a smart phone if i can’t use the smart part its more like a dumb phone

      • Domodo

        Exactly… Or if I’m visiting a new city and need navigation to get there and around, I’d like for the battery to hold long enough to tell me how to get back home, without constantly worrying about cables, chargers and bulky portable batteries.
        If I don’t plug my phone in before going to bed, it won’t wake me up in the morning. Burnt myself more than once… Smartphones should be convenient, and not induce headaches.

    • Sokrates

      Mostly those people are the ones with an iPhone 4 or 4S, with screen brightness on 100%, bluetooth on, constant location services on, etc… and please, don’t compare any iPhone older than the 5S with the Galaxy S5!

      • Nuno123

        You’re wrong… If I leave all the features that you described ON the battery will last 2/3 hours… The thing is if you have a smartphone you have a few choices: one is enjoy having a smartphone by taking the risk to be without battery; the other is save battery and don’t enjoy almost anything; or carry a battery pack with you…

      • Sokrates

        If that’s true with your 2/3 hours, Apple will give you a new iPhone. 100% guaranteed.

    • toortoor

      I have had many of the iPhone series and now I have the 5s, I have always been hearing nice things about android phone in terms features battery, size, camera, etc. my enthusiasm got many of my friends to convert to samsung galaxy s4/s5 from iphone, but the “one” things they complain a lot about contrary to my believe is the battery life, and the poor battery life is usually attributed to the crapware installed on the samsung phones,
      so from what I know, for normal daily activity without being conscious of your battery (not using apps or using ultra bat. saving mode), samsung phones do not perform very well, despite their bigger battery. so I don’t think samsung should have a say in this.

      but then, I have heard good things about other android phones (eg htc, sony) :)

      but also having a replaceable battery is a positive point when battery comparison is concerned.

    • Anonymous

      Sound like you need to get your self a battery case, after all even in Samsung ad.. That galaxy users had to switch out his battery. Might as well get ya a sport’n case, and then add some gb to it. aka the Morphii case. ; ]

    • Ken

      I’d have to disagree with you. Some people don’t understand the principle of charging their iPhone. You use it drains battery you then charges but only letting it charged to a Low percentage or even using it while being charge can completely ruin the iPhone battery. Then they whine that their iPhone sucks. I personally use this method and get a whole day and then some while putting it all day texting the games on occasion and running lots 3rd party jailbroken tweaks, themes, etc. using data throughout the day listening to music. And gps location is on 60% of the times.

      • jake kneller

        this is very true its said that a phone is supposed to be used until dead then chargee exactly full and then unplug it I did this method when I first got my iPhone and my galaxy and it works but its really hard to have a powerful fully charged phone when I wake up and its at 50% because it was unplugged alright yeh I know chargeing it over night is really bad for you battery and people say just turn it off but then I couldn’t be woken up by my alarm or contacted for emergencies

  • Rizwan Rasheed

    I am lover of iOS n using iPhone 5s. But Samsung is right about its battery :(

  • coLin

    Good news for us, the customers.
    Hey Apple, it’s time for a real innovation on the battery! Thank you Samsung for making Apple better lol

    • Rowan09

      Using a bigger battery isn’t innovation, innovation would be using smaller battery and it lasting longer. I hope they make battery tech better soon

      • James Gunaca

        Expect both from Apple. Bigger & more efficient battery with iPhone 6.

      • jake kneller

        or use the same inovation to make it last longer and no make it smaller that would more than likely double what the battery life would be if made smaller no I’m not an engineer or battery expert just makes sense that way

    • John

      How exactly have Samsung made Apple “better”?

  • Jason Baroni

    To poke users is the worst way for gathering new consumers. Marketing in Samsung is one way down to misery.

    • John

      How many years have they been doing this for now?
      Insulting their potential customers seems to be the only thing Samsung know how to do.

      There was one moron on another forum that tried to compare this marketing tactic to the old “Mac vs PC” ads … Let’s not go there because he was quickly shut down and did quite a bit of back peddling.

      • Jason Baroni

        Yeah, you said everything.

  • http://www.eazycomputers.com/ PhoneTechJay

    It only makes sense that the batteries performance is ‘sub-par’. The iPhones battery is out of is league. Just about all bigger phones have bigger batteries in them. Those have way more power in them for a reason, because they need it. The only true way to compare the battery life is to have them close to matching the mAh. Once that happens I can guarantee the iPhone will outlast any android device. One reason I think that it is true is that it outlasts a few of them now on less than half the power they have.

  • iPhoner

    Apple is caught up on thinner and lighter. Make my iphone 5 as thick as an iphone 4-4S and increase the battery life by 40-50%…

    • Rowan09

      Not true the iphone battery size increased with every phone. Every company is making their phones or tablets thin, it’s not an Apple invention.

  • Cameron Nelms

    After ios 8 beta 5 my battery has been lasting 6-7 hours, of my usual 2-3

  • https://twitter.com/aidanharris1 Aidan Harris

    I take it Samsung has never heard of one of these. Someone should educate Samsung about the wonders of portable batteries and battery pack cases so you don’t need an “Ultra Power Saving Mode” and nor do you need to be hugging a wall 24/7 either…

    • Michael Duy

      Have one, and completely agree

    • Dan

      I bought a juice pack case. But I shouldn’t have to. When I had my Galaxy Note, I never had to worry about battery issues, I actually charged every 2nd day. Now that I have an iPhone, I have to be careful. Games, music, surfing, navigation in the same day? Forget about it without charging up. That’s the problem.

      • deepdvd

        Wow, you really played along with the commercial. Great job. How long have you worked for Samsung? j/k

      • Dan

        haha no, I’ll never buy another samsung phone again, but if it had one thing going for it (the Note anyway), was the battery.

      • deepdvd

        Yeah, that makes sense. It’s huge! It’s just funny that you’re holding a Samsung phone in your avatar

      • Dan

        Yeah my old Note 2. The wife has it now and I have a 5S. Didn’t bother changing avatar :p

      • John

        (I only liked this comment because you said you’re never going to buy another Samesung again, lol)

  • Michael Duy

    Well, I’m an Apple customer and I have an iPhone 5s, And believe me, there’s many things I see in people that dont know how to use an iPhone: For example:
    Many of iPhone owners, have their LTE on, also, the background refresh on, localization services on, brightness to 100%, WiFi on, Mail push every hour, And I see many, MANY people who dont use airplane mode in the airplane, even in other countries.
    OBVIUSLY, there’s battery draining.
    My iPhone 5s lasts 24h a day, at 10pm, I Still have 12%
    Except when I play 3D games, or the case Im in a call with My GF, but people, if You are turning on the iPhone to dont even see a Sh*% or be a WiFi maniac… Maybe You should change to Samsung.

    • Rowan09

      People do have their phones on high brightness, wifi on with no wifi available, Bluetooth, and every application sending them a notification, as well as LTE when there is no LTE coverage, etc. The battery on the 5s is not as bad as people or Samsung makes it seem. The S5 is almost 2 times the size of the 5s so it’s pretty dumb comparing the 2, but I get what they are trying to do. Obviously it’s not working due to poor S5 sales.

    • https://twitter.com/aidanharris1 Aidan Harris

      People that don’t know how to use their iPhone properly likely only have Apple to blame. For the most part iOS is easy to use and incredibly intuitive but still it is hard for some people to understand. I spend many hours helping my grandparents with their iPhone and iPad showing them things they can do with their devices and prompting them when they get stuck with things. Hopefully in iOS 8 people will take note of the new Tips app and use it to help them use their iOS devices to the best of they ability.

      • Michael Duy

        Thats right, I live in Ecuador, and everybody here is like: OMG I want an iPhone!
        And they complaint about battery loss… Maybe the Word can describe the 75% of Apple users is: Ignorance
        (Im not offending)

  • GuyWithTheThings

    My jailbroken iPod 5 lasts the whole day with 75% brightness. I end up with 12% or so at 10 PM that night, with me waking up around 8 AM. That’s saying something, since the iPod’s battery is worse than the iPhone’s….

    • Elias Chao

      Is not that easy to compare it since the iPod Touch doesn’t have a cellular antenna.

  • Anonymous

    Samsung add depicts a guy exchanging out his battery for his phone… well thats no different then my battery case. So Samsungs add show the same flaw. They only difference is he could buy and actually battery and I got mine through a case… but also double my 64 by another 64 gigs.

  • Chang in Charge

    That’s a bold move. I like the ad right on the outlet. It’ll be funny when someone with an S5 is plopped down charging up their device right next to one of these posters.

    No top of the line smartphone has an actually great battery, it hasn’t happened yet. But I like Samsung trying to position themselves as the leader in this area. They need to take advantage of this time right now because that iPhone 6 is going to kill their differentiation in smartphones.

    • Dan

      Galaxy Note has an excellent battery. I miss the longevity.

  • Dan

    This is actually clever

    • Rowan09

      But it won’t work.

      • Dan

        won’t work for me anyway, I just like the idea of the poster by the wall socket lol

      • Rowan09

        Lol. It’s really clever I give them that.

      • Jason Baroni

        Doesn’t work. Is it clever somehow?

      • Dan

        don’t get stuck to the wall… they put the poster right next to the wall socket… I think it’s clever. Effective? no since it takes more than that, but still original.

      • Jason Baroni

        Bad talking to consumers is something original from Samsung itself.

      • Dan

        anyways… have a good life!

    • n0ahcruz3

      I agree lol

  • Brian 

    Samsung uses much bigger batteries, but without this Battery Saving function they last just as long, if not less than the iPhone. At least we can use a fully functioning phone and not worry about features being turned off.

    • Dan

      yeah… that’s not true. I prefer Apple, but when I had an android phone, I never bothered with battery saver (since it caused lag) and my phone lasted longer than my 5S…

      • Brian 

        Of course it did, it has a bigger battery. But the ratio of battery size to actual battery life on Androids is horrible, they should last a great amount of time for the size of batteries some of them have but they dont.

      • Dan

        yeah probably, but to be honest, I (and most people I wager) don’t really care about size/life ratio, I want the phone to last. Too bad Apple is obsessed with thinness.

      • Brian 

        What I’m saying is if Apple finally did start producing battery sizes comparable to those of Android, the battery life would be incredible. But I totally agree with Apple’s obsession of thinness, they sacrificed a great opportunity of having a noticeably way bigger battery now that they are making a bigger iPhone, but instead also made it thinner therefore the battery will remain relatively the same.

      • Joonyaboy

        Yeah too bad for them crying on piles of billions of dollars. So many commentators don’t understand how business works. Their obsession to thinness (among other things) is why they have sold so well.

      • Dan

        That’s a matter of opinion. A lot of people seem to be annoyed by the battery issue. I would say that the reason they sell so well despite the battery is the build quality, the sleek OS and the quality of the app store (at least that’s the case for me). Also some people will buy Apple simply due to the brand.

  • leart

    B… Samsung please…

    • Dan

      yeah well…

      • leart

        Did that hurt your feelings?
        By the way your image is way photoshopped and troll oriented, mine is without any word, just two photos side by side.
        Anyway Samsung could not resist to copy even that:

      • White Michael Jackson

        did he hurt your feelings?

      • wackyrrific

        But your dead!! :(

      • White Michael Jackson

        but my music lives on.

      • wackyrrific

        :)

      • Dan

        Your picture is troll oriented as well, at least mine is funny ;). I don’t even like Samsung, got a 5S and iPad air myself. Just trying to say that even Apple can make mistakes, do you seriously think that the 5C with it’s horrible croc case was a good a idea?

      • Jason Baroni

        I thought Tinky-winky was purple

    • n0ahcruz3

      Hahaha its just a phone i cant believe people mock other companies because of their silly Marketing tactics. The only people who should be pissed are Apple execs and Samsung execs. This is just childish.

  • leart

    Here’s the old spamsung masterpiece at airport terminal.
    Samsung is written 4 times in a single poster. can they sux a little bit more?

  • n0ahcruz3

    Once upon a time, apple was on top when it comes to battery life(iPhone). Now they’re at the bottom pile. The End. Lol

    • Rowan09

      That’s true and Android solved the problem by making bigger phones to accommodate the bigger batteries. They didn’t do anything revolutionary.

      • n0ahcruz3

        Exactly putting larger battery to last longer its very simple. Unfortunately for apple they would rather have a thin phone than slightly thicker phone with bigger juice.

  • hkgsulphate

    my 5s can always last for entire day

  • Tobias9413

    I don’t get their point. Sure battery may be a bit better on Galaxy but their emergency battery mode thing isn’t all that great. Sure you get like an extra day? But what can you really do? I’d rather chill next to a wall while waiting for my plane and be able to use my smartphone to its full potential later than have my phone in cripple mode for a day.

    • n0ahcruz3

      Hahahaha really? Lmao

  • James Gunaca

    I expect Apple’s new iPhone release event to spend time comparing iPhone 6 battery life to S5 battery life, talking about how awesome it and iOS 8 are. They won’t let Samsung continue to win here.

  • TwinSon

    I’m not gonna stunt. I have an Incipio OffGrid Pro Battery Case for my 5S. I can burn thru my phone battery in about 3-4 hours. But that’s because I’m a power user and I do heavy video and audio streaming (Movie Box & Spotify) because I don’t pay for TV that I’m never even home to watch. I’m 25 and busy AF. I’m not home unless it’s to sleep. Alot of “average” consumers I see who have iPhones that drain quickly are the same people with EVERYTHING turned on. BlueTooth, Wifi, Brightness on Max, every data intensive app running in the background. I have to remind my co workers regularly that unless you’re actively using stuff like BT and Wifi, theres no need to ever have them on. Close your damn apps people.

  • jake kneller

    I have a galaxy and an iPhone and my galaxy in order to run as fast as my iPhone and use as much as I do it is dead before my iPhone and power saveing mode gives me an hour sometimes 2 hours longer on my battery but I find the device becomes slow and less powerful

    • jake kneller

      galaxy s4 and iPhone 5 forgot to mention it

  • jake kneller

    one thing I do belice that Samsung never would have launched ads like this or at least not as publicly if Steve were still with us and he prolly would have fixed the battery just to prove people wrong he was a great man