How Samsung leveraged 'Stranger Things' Millie Bobby Brown in #TeamGalaxy ad film
Samsung's new digital campaign #TeamGalaxy, featured Millie Bobby Brown, virtual influencer Lil Miquela, 2-time Grammy-nominated DJ & producer Steve Aoki, and professional gamer Ninja
Stranger Things, a popular Netflix show, aired its third season this July. There were a lot of brands like Coca Cola, Burger King and Smirnoff integrated into the show seamlessly. Continuing with that trend, Samsung roped Millie Bobby Brown (who plays the character ‘Eleven’ on the show) in their latest ad.
The new digital campaign rolled out by Samsung, #TeamGalaxy, featured the Netflix star Millie Bobby Brown, virtual influencer Lil Miquela, 2-time Grammy-nominated DJ and producer Steve Aoki and professional gamer Ninja. With a power-packed cast filled with celebrities and influencers in the ad film, the ad is bound to grab eyeballs and instill brand recall. The ad film was conceptualized by the agency, We Are Social Australia.
We spoke to industry experts as they share their take on the Samsung ad film, ‘#TeamGalaxy’.
According to Raghu Bhat, Founder & Copywriter, Scarecrow M&C Saatchi, the most striking thing about the ad is the casting. “Millie Bobby Brown is also a good fit for the brand message as she is young, successful and always pushing the limits. ‘Do what you can’t’- is a smart line that stays with you”, says Bhat.
Sharing his views on the ad film, Kiran Khalap, Co-Founder and MD, Chlorophyll said that Samsung has been very astute in appropriating global brand status to outgrow its source country of Korea. “Samsung’s first big initiative was sponsoring the Olympics as early as 1988. They will continue until 2028. Using Millie Bobby Brown is one more tactic to stay relevant to a GenZ consumer. She is one of the youngest to win an Emmy, youngest to be appointed UNICEF Goodwill Ambassador despite a hearing problem. She connects well with ‘Do What You Can't’, which is what Galaxy wants to stand for”, shared Khalap.
Commenting on the ad film, Ashish Makani, Co-founder & Managing Director, Makani Creatives said, "Millie, an iconic actor appeals to millennials across the world". He added, “She has managed to rub off some of her appeal onto the brand, making it part of the larger global conversation about 'empowerment'. This moves the brand forward from just being a consumer brand to becoming a brand with a purpose; a reason for the brand to exist.”
Talking about brand recall Makani stated, “Brands that have a purpose always tend to appeal more to it's the audience as it connects with them at an emotional level, and this connection with the consumer is what instills greater and more powerful brand recall than brands that only work on volume and repeats for Top-of-mind recall. That coupled with an iconic youth ambassador is what helped Samsung hit home.”
“Most cellphone manufacturers keep harping on product features, Samsung has managed to bring the focus back on the brand. All in all, Samsung is not trying to sell you a phone, rather, it is empowering you to #DoWhatYouCant”, shared Makani.
Commenting on the ad film, Vignesh Iyer, Executive Creative Director, Langoor Digital stated, "The ad is definitely a welcome change from stylised Galaxy phone shots and formulaic imagery of Millenials in action. As expected from Samsung, the visual aesthetic stands apart. Millie Bobby Brown will appeal to the Netflix watching crowd, and what she says in the ad ticks all the aspirational boxes of a millennial. Using Millie as an influencer is a good choice as Samsung seems to have lost its lustre lately against other cooler kids on the block in terms of feature-packed, value-for-money smartphones."
Iyer added, "The ad will no doubt deliver what it should to repeat TV impressions. But it remains to be seen if Samsung can maximise the potential of #TeamGalaxy as a concept. This will require more made-for-digital content featuring Millie and the other influencers in #TeamGalaxy."
Lastly, Ankit Nalotia, Founder, Mo Mantra says that it's easy to guess why Millie Bobby Brown has been chosen as Samsung's brand ambassador. “Millie’s acting in one of Netflix’s most well-loved shows, ‘Stranger Things’ has made her a favourite in every millennial’s book. Most of the younger generation like to change their phones every couple of years, and the inclusion of a young Netflix star could greatly boost Samsung’s chances of reaching out to a wider audience. In my opinion, the TVC does bring forward the fun-loving aspect of Millie yet maintaining the brand requirement. We see Millie clicking pictures on her Samsung phone and watching videos, which does subtly highlight the product. As far as I think, the TVC is a very modern and catchy advertisement using a young Netflix star to advertise their merchandise”, commented Nalotia.
However, Nalotia suggests the brand to focus on the actual product as well so that the intention behind the ad is not lost.
Even Bhat shares the same sentiments he says, “Since the ad doesn’t carry the burden of explaining the features, the storyline could have been more creative.”
You can watch the video here:
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp