4 X 4 in Times Square – or – Unpacked in the Packed Square

One of my secret vices is reading a book while walking down the street.  Now, since our offices are just off of Times Square, I reach a point where I just have to put down the book and look around me.  As anyone who has walked through Times Square lately can tell you, Samsung is launching the Samsung Galaxy S IV right there, tomorrow evening.

While I was admiring all of the digital billboards for the Galaxy S 4, I had to do a double take.

4 by 4?

4 by 4?

LG is engaged in their own guerrilla tactics.

In this case LG is probably wasting their money.  Their message is speaking to themselves, or to Samsung Mobile executives, but certainly not to the average person who just sees

4

It just fits in with all of the other “4” billboards wrapped around the neighborhood.

The 4 Corners of the Galaxy

The 4 Corners of the Galaxy

Honestly, I didn’t even realize that the LG billboard was trying to poke fun at Samsung until I looked at the photos later in the day.  “It will take more than 4 to equal one.”  With the visual emphasis on “4” LG is actually hurting their own cause.  Their spending is reinforcing the Samsung message.   Times Square is crowded visually, LG needs to have a better storyline to stand out.  There is no stopping power to their advertising.

Full disclosure, while Samsung is a client of Verse Group, we did not participate in this unpacked event.

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