Samsung’s CGI Vacuum Cleaner Viral Marketing Campaign: A Case Study

2023-11-11 13:03:00

You may have seen this video broadcast on TikTok and relayed on many other social networks: a giant Samsung vacuum cleaner pulled by a van which cleans up trash from a street in Amsterdam…

Surprising and a priori, very meaningfull as they say in the jargon, speaking of a marketing campaign that makes sense. Except that for the moment, this event operation did not take place. It is simply a simple video produced in computer-generated images.

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A fake in a way but completely accepted by the brand: the idea behind this campaign developed by the Belgian agency of the TBWA group and the production studio Mojuice was to praise the “incredible” power of the Bespoke self-cleaning stick vacuum cleaner. Samsung’s Jet AI than sparking discussion on social media.

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Fourteen million views

Mission accomplished at this level: four days following its broadcast, the video had already generated almost fourteen million views and 20,000 new followers on TikTok, according to Maxime Parein.

Obviously satisfied with these first results, the marketing manager for household appliances at Samsung Benelux speaks of “a new way of telling stories.” “Applying CGI (Computer Generated Imagery) technology to our Bespoke Jet AI was a real challenge but as a leading technology brand, we mightn’t pass up such an opportunity. We wanted to try something different, pique the curiosity of Internet users and juggle the line between the real and the incredible. And it clearly worked.”

Although its invention dates back to the last century, Samsung does not hesitate to describe computer-generated images as “the big trend of the moment”… Let’s say that it certainly is, coupled with new developments in generative artificial intelligence. which we now use in all sauces. Like Samsung’s new vacuum cleaner, we can bet that more and more products will be labeled AI (or IA in French) in the near future.

Advertiser: Samsung

Agence : TBWABelgium

Media: social networks

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