Samsung apologizes for the exploding Note7 with a full-page ad

The mea culpa pledges that the company will learn from the incident and get to the very bottom of why it happened.

In an effort to show full contrition for the Note7 debacle, Samsung took out a full-page ad in three newspapers Tuesday to apologize.

The ad appeared in The New York Times, The Wall Street Journal, and The Washington Post. The letter is attributed to Gregory Lee, the president and CEO of Samsung Electronics North America.

note7 ad Rurik Bradbury

Samsung is really sorry that its phones are blowing up.

In the ad, Lee says the company will do everything it can to make amends and find out why the phone shipped with such a dangerous flaw:

“An important tenet of our mission is to offer best-in-class safety and quality. Recently, we fell short on this promise. For this we are truly sorry. We will re-examine every aspect of the device, including all hardware, software, manufacturing and the overall battery structure. We will move as quickly as possible, but will take the time needed to get the right answers.”

In October Samsung killed off the Note7 and asked all customers to return their device for reimbursement. The letter also references the recent recall of Samsung top-loading washing machines.

With two major recalls in one year, Samsung clearly feels the need to try and win back consumer trust.

“Most importantly, safety remains our top priority,” the ad says. “We are grateful for your ongoing support and again, we are truly sorry.”

Full-page ads are quite the revenue stream for the newspaper industry. Recently Slack took out a snarky full-page ad when Microsoft launched its competitor, Microsoft Teams.

The story behind the story: Samsung is already looking ahead to the Galaxy S8, this week confirming that it will include an artificial intelligence powered digital assistant. It has us thinking that Samsung may double down on its previous strategy of pushing consumers into its own services and overpowering the phone with software choices. In the era where a Google-powered Pixel is on the shelf, it’s a tenuous strategy.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in