Samsung breathe some life into memory cards with new “cool” video adverts

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. 

Samsung Memory have created a new trio of adverts personifying the three most feared technology mishaps – Battery Brutus, Fiona Freeze and Loading Ball Larry. They each show a series of real-life situations, such as the "loading ball" coming on in the middle of a presentation, mobile phone battery dying during a crucial conversation or a video game freezing just as you’re about to win. Broadcast on their Facebook page and on YouTube, the videos have clocked up an impressive 1.3 million YouTube views between them to date, showing they have positively impacted awareness and engagement around memory cards.
 
WaveMetrix analysis shows that, on top of driving engagement, the adverts receive an overwhelmingly positive response and have a positive impact on the "fun" image of the Samsung brand. This shows that Samsung has succeeded in driving positive and light-hearted buzz around the topic of memory cards, which would usually be strongly functionality-centred.
 
Consumers respond positively to all three adverts:
Samsung breathe some life into memory cards with new “cool” video adverts
 
  • 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:

Samsung breathe some life into memory cards with new “cool” video adverts

  • 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

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