Samsung's new air conditioner campaign is grandma-approved

It seems everyone is an influencer these days, or has plans to enter the game. The latest to try their hand is a tech-savvy grandma or 'granfluencer' who clearly proves that age is no barrier when it comes to conquering the art of influencer marketing. 

 

Although Samsung is a global leader in several digital fields, its air-conditioner business in Thailand faces the tough task of overcoming years of generational skepticism.

 

Step forth 'granfluencer'. In Thai homes, grandparents don't like to change their minds which in turn affects household purchasing decisions. So the idea here was to flip the script, and turn the grandmother into an influencer with the mission to convince the whole family to change their mind when it comes to air conditioners, proving that even the most traditional-minded grandma can roll with the times.

 

The result is a humorous online film where no challenge is too great for grandma, who will stop at nothing to prove to her granddaughter the merits of a Samsung Windfree air conditioner. We see grandma pull off CGI effects and action stunt moves, including a somersault out of the window, in addition to selling the air conditioner in the style of a regular YouTube influencer which she does with aplomb. Equipped with a knack for tech lingo and a smile that lights up the screen, this grandma serves as an engaging and persuasive showcase of Samsung's innovation.

 

 

On behalf of the creative team behind the spot, Thasorn Boonyanate, chief creative officer at BBDO Bangkok, said: "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."

 

Campaign's take: The 'granfluencer' campaign from Samsung is a breath of fresh air, which is probably a good thing since it's promoting air conditioners. The film is a playful twist on traditional influencer campaigns, with plenty of humour while still managing to showcase the product and its tech specifications. Kids, take note: This is how you do influencer marketing... let's hope this 'granfluencer' is here to stay.