Why is this work relevant for Branded Content & Entertainment?

Samsung Windfree is an air conditioner giving not only cool wind but also health benefit which most consumers aren't concern yet when consider buying an air conditioner. This series of online films captured real responses, feelings, and conversations from various types of modern families about how much they care about each other. We asked them the question ”If you have to choose, which one of you would die first?” The question provoked them on how much they want to live together as long as possible which allows the brand to play a significant role in making them realize on quality.

Background

When each family intent to purchase the air conditioner, The decision-maker mostly concerns with technical info, BTU, size, or power consumption. Therefore, men play a significant role in purchasing decisions due to their information comes in digits and complicated units, while the family caretakers are mostly concern about family members’ health. Samsung air conditioner comes with a built-in PM1.0 filter that helps to purify the air at a maximum rate and Wind-Free™ technology which reduces the chance for elder family members to get cold. With these healthy features, we aimed to encourage neither men nor woman but every family members who live together, breathe together, to choose together.

Describe the creative idea

Turn a family caretaker into a decision-maker. By asking each family the same provocative question “If you can choose, which one of you would die first?” And we let them choose the answer together. This is how we make them realize how important the quality of the air they breathe together is.

Describe the strategy

Make it unique and different from the market by thought-provoking communication direction and dramatized the emotional approach for launch impact & more digital engagements. Winning communication proposition by leveraging existing health positioning (wind-free) to be more intelligent, with the purification that is more relevant & answer to what consumer needs.

Describe the execution

- 4 short VDOs target different demographic target - 25 February 2020 - 30 June 2020 - Samsung Thailand Facebook / Youtube/ Line OA

Describe the outcome

170,829,308 Impression 20,929,001 Reach 400,000 THB earned media 160+ positive comments talking about their loved one and products