Samsung Electronics is the largest maker of memory devices in the world. But there was a huge problem… Consumers didn’t understand nor value the role that memory devices played in their daily lives. Samsung had the unenviable marketing task on the one hand of educating consumers about an entire class of unknown products while at the same time establishing a leadership position for themselves in the minds of a target audience who had never bothered to care what kind of memory was inside their devices.
The Creative Idea
A serial viral YouTube video campaign was developed that recognized common customer pain points when using digital devices and created human characters that represented and vilified these well-understood frustrations. Each “Conspirator” brought their wrath upon the unsuspecting, whether it be Battery Brutus, Loading Ball Larry, or Fiona Freeze. In the end, only one superpower could be counted on to stop these evil doers… Samsung Memory!
The Content Strategy: