In a refreshing departure from conventional influencer marketing strategies, Samsung Electronics, in collaboration with BBDO Bangkok, is shaking up the scene with its “GRANDMA-FLUENCER” campaign. Targeting Thailand’s Gen Z and Millennials, this innovative campaign for Samsung WindFree™ Air Conditioners introduces a new kind of influencer: the tech-savvy grandma.
The Challenge: Overcoming Generational Skepticism
Despite Samsung’s global reputation for excellence in various tech sectors, its air conditioner segment in Thailand faces a unique challenge: overcoming years of scepticism, particularly among the tech-savvy youth of Gen Z and Millennials. To tackle this challenge head-on, BBDO Bangkok devised a bold and unconventional approach: leveraging the influence of grandmothers to sway household purchasing decisions.
The Insight: Harnessing the Power of Tradition
Delving into Thai cultural norms, the campaign capitalizes on the traditional mindset of grandparents, who often wield significant influence within the family. Recognizing that grandmothers are typically resistant to change but command respect within the household, BBDO Bangkok saw an opportunity to transform them into powerful advocates for Samsung’s innovative air conditioners.
Thasorn Boonyanate (Pete), Chief Creative Officer at BBDO Bangkok, explains, “In Thai homes, grandmothers hold considerable sway over household decisions. By positioning the grandmother as an influencer, we aimed to demonstrate that even the most traditional-minded individual can embrace cutting-edge technology.”
Campaign Spotlight: The Rise of the GRANDMA-FLUENCER
The centerpiece of the campaign is a humorous and heartwarming online film starring the grandmother of a popular Thai influencer. With her charming demeanor and unexpected tech prowess, she effortlessly showcases the benefits of Samsung’s WindFree™ Air Conditioners while injecting a dose of playfulness into the narrative.
As she navigates the world of air conditioning with ease, the tech-savvy grandma proves that age is no barrier to embracing innovation. Her relatable persona and genuine enthusiasm for Samsung’s products resonate with viewers across generations, making her a compelling spokesperson for the brand.
Thasorn Boonyanate (Pete) emphasizes, “Through the ‘GRANDMA-FLUENCER’ campaign, we’re not only promoting air conditioners; we’re challenging stereotypes and celebrating the wisdom and adaptability of older generations.”
Conclusion: The Power of Tradition Meets Innovation
By enlisting the support of grandmothers as influencers, Samsung and BBDO Bangkok have succeeded in bridging the generation gap and capturing the attention of younger consumers. The “GRANDMA-FLUENCER” campaign serves as a testament to the enduring influence of tradition and the limitless possibilities of embracing new technologies.
Published in Thailand in March 2024, this pioneering campaign has garnered widespread acclaim for its creativity and effectiveness in reshaping consumer perceptions. As Samsung continues to innovate and evolve, the “GRANDMA-FLUENCER” stands as a symbol of the brand’s commitment to pushing boundaries and challenging conventions in the ever-changing world of marketing.
