About three years ago, Samsung gritted its teeth and pressed go on its plan to become cool. Not cool, like Apple. Cool, more so than Apple.
Samsung is now the world’s #1 smartphone brand by units sold. 15 million Galaxy S7s were sold in the 2nd quarter 2016, up from 10 million in the 1st, and profits are significantly higher.
According to The Reputation Institute studies in 2016, Samsung is the #1 most reputable technology company in the US and #1 of all companies as ranked by Millennials. The Millennial ranking is tantamount to cool.
But even Samsung knows that challenges lie in its path. Smartphone sales are slowing. Technology for technology’s sake isn’t the drawcard it once was. And Samsung has worked out that it needs to present a human face to maintain its popularity. The Cannes Creative marketer of the year is intent on showing people how Samsung technology improves lives.
Samsung lets you be with your child in a VR bedtime story (when you’re not)
And to connect the Galaxy S7 edge with the Rio Olympics, Samsung which has been an Olympics sponsor since 1988, has a campaign that’s all about humanity. Its about the idea of unity that the Games are meant to represent.
The ad, The Anthem, by Leo Burnett’s Chicago and Sydney offices is a one world song made by combining a line from the national anthem of many countries, and having athletes and sports fans of various nationalities sing lines different to their own.
It opens with an Australian girl singing a line from the Botswana national anthem (into a Samsung Galaxy S7 phone, of course).
The six athletes featured are British swimmer, Tom Daley; American runner, Alysia Montano; French Paralympian, Arnaud Assoumani; South Sudan’s runner, Margret Rumat Rumat Hassan; Australian boxer, Shelley Watts and Brazilian surfer, Gabriel Medina. During the Olympics, Samsung will feature each of the athletes featured in the ad across a variety of individual digital and social content telling their stories of defying barriers and overcoming obstacles.
The Anthem was prefaced by a June commercial, The Chant, which celebrated
South Sudan becoming the nest country to be recognized by the IOC and competing its first Olympics
And “…South Sudanese athletes like Margret Rumat Rumat Hassan, who now have the opportunity to compete under their nation’s flag for the very first time. “
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