While it might seem natural for a tech brand to speak to a Millennial and Gen Z audience with influencers in the same age range, Samsung is selling the best features of its WindFree air conditioners with a Grandma-Fluencer. Rather than relying on a young creator to convey the benefits of its air conditioner range, Samsung flips the script by using the family member who is usually the last to adopt new technology.
Samsung, in partnership with BBDO Bangkok, created an educational campaign that proves even the most traditionally minded consumer can see sense in getting with the times. The humorous ad shows the Grandma-Fluencer winning over Gen Z with CGI effects, action movie stunts and plenty of features that highlight Samsung's latest innovation in sustainability and AI.
Convention-Challenging AC Campaigns
Samsung's WindFree Ad Stars a Savvy Grandma-Fluencer
Trend Themes
1. Intergenerational-influencer-campaigns - Traditional consumer segments are being reached through unconventional influencer collaborations, challenging industry norms.
2. Humorous-technological-advertising - Advertising campaigns are leveraging humor to promote technological advancements in a refreshing and engaging way.
3. Family-driven-marketing - Marketing strategies are tapping into the power of family dynamics to showcase product benefits and appeal to diverse age groups.
Industry Implications
1. Tech-advertising - The tech industry is exploring new advertising approaches to connect with consumers across different generations and break traditional marketing boundaries.
2. Consumer-electronics-marketing - Consumer electronics brands are embracing unconventional marketing tactics to resonate with a wider demographic and drive innovative messaging.
3. Creative-brand-partnerships - Collaborative brand efforts are reshaping marketing strategies by merging traditional values with contemporary influences to captivate diverse audience segments.