Last week, a group of protestors dressed in black descended from a bus in Sydney, to protest outside the Apple store. These protestors shouted "Wake Up!" and waved placards to the shoppers, checking out the Apple products.
Previously reports by the blog Mumbrella, contained the assumption was that the company behind the campaign was Samsung. The manufacture is well known for its anti-Apple sentiment, and has the forthcoming release of the next Galaxy smartphone to advertise.
But BlackBerry manufacturer, RIM, has admitted to being the behind the campaign saying "We can confirm that the Australian "Wake Up" campaign, which involves a series of experimental activities taking place across Sydney and Melbourne, was created by RIM Australia. A reveal will take place on 7 May that will aim to provoke conversation on what "being in business" means to Australians."
The campaign has seen not only the flash mob outside the Sydney Apple store, but cryptic "Wake Up" messages appearing all over Sydney and Melbourne, including on the bottom of the pool at Bondi Beach.
Samsung has denied being the brains behind the campaign, Arno Lenior, Samsung Australia's marketing director stated "It's great to know that we're font of mind with parts of the media, as well as a good few bloggers, when it comes to discussing campaigns like 'Wake Up'. As a market leader in smartphones, we think Australians have already woken up to the multitude of choices available, but kudos to whoever is behind the campaign."