Samsung Electronics, the world’s leading smartphone maker, is taking a progressive step to transform the image of its flagship Galaxy smartphones among younger users. The company has released a series of short films, featuring popular TV celebrities, in an attempt to shed the perception that Galaxy phones are only for older generations.
The “S24 Hours Movie Series,” starring actor Go Min-si and League of Legends esports champion Faker, has already garnered 10 million views on YouTube within a month of its release. With views from other platforms like Instagram and streaming services, the total number of views surpasses 50 million. This innovative marketing strategy showcases Samsung’s commitment to engage and attract young users, as it faces formidable competition from Apple.
While Samsung’s Galaxy remains the dominant smartphone brand in South Korea, particularly among adult users, Apple’s iPhone holds greater popularity among younger users. According to a recent survey, 65 percent of smartphone users aged 18 to 29 preferred iPhones, compared to only 32 percent who chose Samsung devices. To address this gap, Samsung aims to highlight its latest artificial intelligence features in a “more fun and friendlier” manner through the short film series.
Directed by Han Jun-hee, known for the hit Netflix series “D.P.,” the four-part series emphasizes the AI capabilities of the Galaxy S24 series. Each episode presents the unique AI features, such as Live Translate, Nightography, and Circle to Search, which assist Go’s character in overcoming challenges.
Samsung is not alone in using short films as a marketing strategy. Apple’s “Shot on iPhone” campaign showcased the exceptional photo and video capabilities of their devices. Moreover, the collaboration between Apple and the K-pop girl group NewJeans resulted in a music video that rapidly gained over 10 million views on YouTube in just four days.
As Samsung strives to capture the hearts of young users, there are even discussions about potentially rebranding the Galaxy series or creating an entirely new brand image. Samsung’s president leading the Global Marketing Center, Lee Young-hee, mentioned the possibility of a new name during this year’s CES 2024 tech show. However, any potential changes would be implemented gradually.
In addition to their marketing efforts, Samsung has also opened a flagship retail store in Gangnam, positioned as a “playground for millennials and Gen Z.” This store aims to provide an immersive experience for younger consumers while also being conveniently located near Apple’s fifth retail store in the country.
In conclusion, Samsung’s dedication to redefining the perception of its Galaxy smartphones among younger users is evident through its short film series and various marketing initiatives. By highlighting the cutting-edge AI features of its devices and targeting the interests of the youth, Samsung is making transformative strides in the highly competitive smartphone market.
The smartphone industry is highly competitive, with Samsung Electronics being the leading player globally. However, when it comes to younger users, Apple’s iPhone has gained greater popularity. To address this gap, Samsung has released a series of short films called the “S24 Hours Movie Series.” These films feature popular TV celebrities, such as actor Go Min-si and esports champion Faker, and have garnered over 50 million views on YouTube, Instagram, and streaming services combined.
Samsung aims to showcase the artificial intelligence (AI) capabilities of its Galaxy S24 series in a more engaging and approachable way through these short films. Directed by Han Jun-hee, known for the hit Netflix series “D.P.,” the four-part series highlights unique AI features like Live Translate, Nightography, and Circle to Search. By doing so, Samsung hopes to attract and engage young users who may have a perception that Galaxy phones are meant for older generations.
Interestingly, Apple has also used short films as a marketing strategy. Their “Shot on iPhone” campaign showcased the exceptional photo and video capabilities of their devices, while the collaboration between Apple and the K-pop girl group NewJeans resulted in a music video that gained over 10 million views on YouTube in just four days. This demonstrates the industry-wide recognition of short films as an effective marketing tool.
To further capture the hearts of young users, Samsung is considering potential rebranding of the Galaxy series or creating an entirely new brand image. Lee Young-hee, the president leading the Global Marketing Center at Samsung, mentioned the possibility of a new name during this year’s CES (Consumer Electronics Show) 2024 tech show. However, any changes would be implemented gradually.
In addition to their marketing efforts, Samsung has opened a flagship retail store in Gangnam, South Korea. This store is positioned as a “playground for millennials and Gen Z” and aims to provide an immersive experience for younger consumers. Notably, it is conveniently located near Apple’s fifth retail store in the country, further emphasizing the competition between the two brands.
Overall, Samsung’s commitment to redefining the perception of its Galaxy smartphones among younger users is evident through its short film series and various marketing initiatives. By showcasing the cutting-edge AI features of their devices and targeting the interests of the youth, Samsung is making transformative strides in the highly competitive smartphone market.
For more information on Samsung’s smartphones and marketing strategies, you can visit their official website at www.samsung.com.