It’s out with the old and in with the, older? In a delightful twist to influencer marketing, BBDO Bangkok has teamed up with Samsung Electronics to introduce the “Grandma-fluencer” campaign for Samsung WindFree Air Conditioners, making a breezy entrance into the hearts of Thailand’s Gen Z and Millennials.
The main challenge was how to overcoming generational skepticism. While Samsung shines globally across various tech sectors, its air conditioner segment in Thailand faces the tough task of overcoming years of scepticism, especially among the vibrant youth of Gen Millennials and Gen Z.
The Insight: In Thailand, Grandmas Usually Don’t Like Changing Their Minds and Usually Have The Final Say
So, BBDO Bangkok looked closer to home for inspiration. In Thai homes, grandparents don’t like to change their minds which in turn affects household purchasing decisions.
Thasorn Boonyanate (Pete), Chief Creative Officer, BBDO Bangkok, said: “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.”
Campaign Spotlight: A Techno-Savvy Grandma Takes the Lead
“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,” added Boonyanate.
This 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 AC’s.
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 Director: Potjanin De Souza
Account Director: 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
Edit Room: Final Cut
Editor: Narisara Wikarapo
Telecine: Littlebee Lab
After Effect: Sittichai Lertthititrakul
Sound Mix: SOS Studio of Sound
