After archrival LG Electronics came out with its new positioning, Samsung has launched its new television commercial with a new tagline, Turn on tomorrow. Its first global campaign, Samsung Digital: Everyone’s invited, was launched almost a decade back. “The new campaign signifies the need to show the customer a vision of the changing world which opens the doors to endless possibilities for a better and brighter tomorrow,” says Samsung India Vice-president (corporate marketing) CD Choi.
The 30-second commercial revolves around children playing and posing with various Samsung products such as a laptop, mobile phone and camera. With a background score, it starts with a bunch of kids running in an open field amidst green trees, a rocket and the sun. It builds on to connect emotionally with the audience. “The brief to our creative agency, Cheil Communication, was to set the tone for the new tagline, show how the Samsung belief flows within the company and its products, and convey the brand’s intrinsic qualities: Imaginative in outlook, contemporary in style, optimistic in nature and passionate in pursuits,” adds Choi.
“While the music dictates the tone of the film, we used kids in the film as they represent the future. They form the shape of a tree, a rocket and the sun which we shot from the air. These characters are like scribbles or drawings made by kids. The tree represents a green environment, the rocket denotes speed and the sun stands for optimism, positivity and the brighter side of life,” says he.
The timing of the new campaign is interesting. LG recently moved away from in-your-face product formation to subtle messages of bringing happiness to customers’ lives. From an aggressive price warrior and technology provider, the brand now wants to be communicated as one that causes happiness, an enabler of life enrichment. LG and Samsung are the two largest players in the Indian consumer electronics market which is around Rs 35,000 crore per annum in size. While LG is the largest brand in the market, Samsung claims leadership in categories like LCD televisions.
This is where the new Samsung campaign fits in. In the highly competitive market, it cannot be seen lagging behind LG. “The campaign talks about innovations that transform how we live, experiences that give surprises and contemporary designs that enhance a customer’s lifestyle,” says Choi. “Samsung Electronics was the first company in India as well as the world over to have come up with LED TVs, 3-D TVs, solar rechargeable mobile handsets and air- conditioners that don’t need stabilisers.”
Produced by Cutting Edge Picture, and directed by Malaysian director Farouk Al Joferry, the commercial was shot over 15 days at Cape Town in South Africa. The music for the film has been composed by Rupert Fernandis. For maximum impact, the campaign has been unveiled during the ongoing Indian Premier League. “It will run during the IPL matches and across general entertainment channels too,” Choi adds.