Usually it’s the same two companies going at each other, but now a new face is inserting itself into the fierce battle between Samsung and Apple.
Through its Moto brand, Lenovo is knocking the Galaxy Note 7 and the iPhone 7 in a new campaign called #SkipTheSevens. It’s an opportunity to jump on the shortcomings of those two phones and push the Moto Z, Moto Z Force, and Moto Z Play.
The campaign goes for people who are tired of what Samsung and Apple have been doing for years, redirecting them towards Moto devices because of their “real innovation.” Lenovo’s Moto Z family features a modular platform, known as Moto Mods, capable of advancing what your phone can already do simply by adding a magnetic piece to the back.
To get its point across, Lenovo put together a focus group consisting of Apple fans. These people were told they were using new iPhone prototypes when the devices were actually the Moto Z.
Now is the best time for this campaign because Samsung is dealing with the Galaxy Note 7 battery explosion scandal and Apple is getting heat for removing the auxiliary port from the iPhone 7.
— Candace Day (@candacemar) September 15, 2016
Lenovo even purchased full-page spots in national newspapers, including the New York Times, in the United States to kickstart the #SkipTheSevens campaign. When Google owned the brand, it did the same thing to gain exposure. Maybe the Moto brand plays well newspaper readers? That’s a little odd in this day and age, but we don’t know who the Moto brand’s target is.
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The #SkipTheSevens campaign launches today with full-page ads and online advertisements. It doesn’t seem that Lenovo is going to run anything on television, though it probably should given it’s football season and television viewership surges for games.