“If you don’t want to miss a thing this summer, send a SuperSwyper”, is what this poster communicates. Since Apple has introduced the iPhone, every mobile phone manufacturer tries to copy its intuitive navigation. Samsung is no exception. There’s one thing though that Samsung tries to do better, and that’s ‘Swyping’ instead of typing. With one continuous movement of your finger, you can swipe a word. And since typing on an iPhone can be very frustrating, the potential of this technology might prove an important innovation. The mobile phone manufacturer that is steadily growing to become one of the big players in the land of consumer electronics, claims that swiping is 1,5 times faster than typing. We cannot judge whether this is true, but it sounds promising. Muse was asked to create a campaign that explains the ease of use of swiping – for the Galaxy S. The Amsterdam agency came up with Samsung SuperSwypers, a team of journalists that you can send to an event to register it. It’s one of those ingenious campaigns that displays tech savvyness, but doesn’t seem to tap into a genuine consumer need – why need journalists, if you have friends to keep you posted on interesting events? That’s why we think it will fail to reach a broad audience. Having said that, we are curious whether swiping will become the new category standard.
Update: Today (August, 12) Samsung bought a blogpost on GeenStijl. This means the SuperSwypers will get some serious attention now!