Samsung Faces Up To Apple With 3D Tigers Unleashed Around The World

By Mikelle Leow, 07 Feb 2022

Samsung’s ‘Tiger in the City’ activation in Times Square, New York. Image via Samsung

There’s no shortage of friendly, 3D-illusion felines nowadays, from calico cats to lions. Ahead of its Galaxy S22 Unpacked event on February 9, Samsung has rolled out a similar campaign, but this version seems a little personal.

The South Korean tech giant has let loose (or unpacked) a streak of tigers via 3D billboards in some of the world’s most major cities—namely New York, London, Seoul, Dubai, and Kuala Lumpur. The tiger, according to Samsung’s news release, has “powerful night vision and vivid coloring,” just like its upcoming Galaxy smartphone lineup, which boasts advanced low-light photography capabilities.

“The disruptive 3D tiger will burst through digital barriers to showcase how Samsung’s next smartphone lineup is set to help users own the night with new advancements to its low-light smartphone photography technology,” describes Samsung.

However, phoneArena points out that the ferocious beast stands for something else close to Samsung, too. It’s symbolic of TIGER, the company’s abbreviated smartphone market strategy for 2022, which includes a vision to eventually match Apple’s market share in North America by zeroing in on its rival’s younger demographic.

The Korea Herald detailed this TIGER approach in January. Apparently, the T stands for “True No. 1 brand in all product categories,” the I is for “Improve the market share of premium phones priced $600 and up,” G denotes “Gap-narrowing with Apple,” E means “Expand horizontally with new products, including wireless earbuds,” and R is for “Record year and exceeding expectations.”

“We will not be a tech brand, but a brand beloved by young generations, providing innovative experience,” announced Tae-moon Roh, head of Samsung’s Mobile Experience (MX) wing, after CES 2022 in Las Vegas last month.

Of course, it’s also by no coincidence that it’s the Year of the Tiger, according to the lunar calendar observed in East Asia. Countries like China, Korea, and Vietnam are currently celebrating it as the Lunar New Year has just begun.

In the activation, the majestic creature can be seen prowling around in darkness before finding the light switch and flicking it. With its glass enclosure now illuminated, the tiger takes in its surroundings and finds the perfect time to break out.

Piccadilly Circus, London. Image via Samsung