Leonie Bulman's recent articles
Samsung breathe some life into memory cards with new “cool” video adverts
Samsung Memory show how a brand can move consumer buzz away from the technicalities of a product such as memory cards and towards tangible, every-day life benefits.
- Consumers say the adverts are "among their favourite": All three videos are praised for being "funny", "original" and "entertaining". A few even say "well done" to Samsung for a "brilliant ad"
- Although some comment on the Battery Brutus video saying the battery on their Samsung phone dies often, the response is overall highly positive: This shows that the virals have successfully generated positive buzz around memory cards, a challenging topic to create enthuasism for due to its strongly technical nature
The virals enhance Samsung's image as a "cool" and "fun" brand, moving away from functionality and expertise:
- Buzz around the virals promotes the perception of Samsung as a "cool" and "fun" brand: Whilst memory card discussion would normally focus on Samsung's expertise in the memory sector, the virals move away from this to engage consumers with the more "fun" and "cool" aspects of the Samsung brand