Samsung's back flipping grandma-fluencer changes attitudes towards air conditioning

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Samsung Electronics has launched a grandma-fluencer campaign for its Samsung WindFree Air Conditioners that aim to convince skeptical millennials and Gen Z individuals in Thailand to install air conditioners in their home.

Done in partnership with creative agency BBDO Bangkok, the campaign features a short film that breaks the stereotype of grandparents being stuck in their old ways which typically affects household purchasing decisions.

Don't miss: Samsung takes over and renames TRX MRT station in MY

The short film begins with a granddaughter asking her grandmother why she decided to install an air conditioner in their home. To which her grandmother replies, “Huh…Gen Z people love to think Baby Boomers [are] always stuck in their old frame of thought isn’t it?”.

In a bid to convince her granddaughter, the grandma starts coming up with ways to present the benefits of the Samsung WindFree Air Conditioners through slow motion shots, dramatic sound design, CGI effects and by performing her own action stunts as she leaps out the living room window.

Despite the grandmother talking about the product’s 10-year warranty and energy-saving capabilities, the granddaughter asks her to present it like a normal YouTuber. In no time at all, the grandma-fluencer steps in front of the blue screen to further convince her granddaughter and the consumer to switch to Samsung’s air conditioners.

"By flipping the script on traditional influencer campaigns, we're not just cooling rooms; we're warming up to the idea that perhaps, in matters of comfort and cutting-edge tech (plus if grandma knows how to do a backflip out the window), grandma probably knows what's best," said Thasorn Boonyanate (Pete), chief creative officer, BBDO Bangkok.

With regard to what inspired the campaign, Boonyanate explained that BBDO Bangkok thought about how grandparents in Thai homes usually do not like to change their minds.

"This got us thinking. Why not turn the grandmother, who rarely changes her mind, into an influencer with the mission to convince the whole family to change theirs, proving that even the most traditional-minded grandma can roll with the times,” he explained.

In Singapore and Malaysia, Samsung has been focusing its marketing efforts on the launch of its new S24 phones that come equipped with its Galaxy AI features.

Samsung Singapore has rolled out three comedic short films as part of its locally charged Galaxy S24 campaign to bring to life its Galaxy AI offerings for everyday users. The shorts feature local artistes Jack Neo, Mark Lee and Henry Thia and sees the three artistes leveraging different functions of Galaxy AI to break the boundaries of communication and creation.

In Malaysia, Samsung took over the Tun Razak Exchange (TRX) MRT station to promote its new phone. In collaboration with MRT Corp, the takeover sees the MRT station renamed to 'TRX Samsung Galaxy Station'.

The TRX Samsung Galaxy Station also features ads for the Samsung Galaxy S24 series throughout the station. Ads can be seen along the hallways, the escalators and lift doors of the stations, as well as within train cabins amongst many others.

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