It’s out with the old and in with the…older? In a very fun twist to the (old) idea of influencers, BBDO Bangkok and Samsung Electronics introduce the new GRANDMA-FLUENCERs. The GRAND-FLUENCERS are here to tell Thailand’s Gen Z and Millennials all the good things about Samsung WindFree Air Conditioners.
The campaign aims to helps Samsung conquer scepticism about air conditioners especially among the younger generations, while Samsung shines globally across other tech sectors.
In Thailand, grandmas usually don’t like changing their minds and this in turn, affects household purchasing decisions.
“This got us thinking. Why not turn the grandmother, who rarely changes her mind, into an influencer with the mission to convince the whole family to change theirs, proving that even the most traditional-minded grandma can roll with the times,” explained Thasorn Boonyanate (Pete), chief creative officer, BBDO Bangkok.
“By flipping the script on traditional influencer campaigns, we’re not just cooling rooms. we’re warming up to the idea that perhaps, in matters of comfort and cutting-edge tech (plus if grandma knows how to do a backflip out the window), grandma probably knows what’s best,” he added.
The humorous online film stars the grandmother of a popular Thai influencer, who dives into the world of air conditioning with effortless ease and a touch of mischief. Equipped with a knack for tech lingo and a smile that lights up the screen, she serves as an engaging and persuasive showcase of Samsung’s innovation.
She’s not just winning hearts; she’s selling ACs.
Credits:
Chief Creative Officer: Thasorn Boonyanate
Group Creative Director: Warunyoo Sorasetsakoon
Creative Group Head: Phanus Sobsamai
Copywriter: Panupong Nakju
Group Business Director: Taksina Vasaruchapong
Business Director: Pattama Thienapirak
Account Directors: Potjanin De Souza & Naruebet Bunrit
Account Executive: Rhya Vongvichien
Head of Brand and Digital Planning: Prasit Kunanuphanchai
Senior Strategic Planning Manager: Chanapa Kongvaranont
Strategic Planner: Siraphat Ngewseeda
Project Manager: Autcharawan Laohachataroop
Producer: Paramee Soontornwuttinun
Production House: Humour House
Director: Pruk Pramted
Assistant Director: Kritsamas Ualapun
Producer: Piyarat Thongbainoi
Cinematographer: Kritsada Nakagate
Art Director: Kaweewut Lertthayawong
Casting: Pureerat Sooksumrit
Stylist: Montatip Narong
Editing: Final Cut
Editor: Narisara Wikarapo
Telecine: Littlebee Lab
Pist-Production: Sittichai Lertthititrakul
Sound Mix: SOS Studio of Sound
