When it comes to choosing a career, Gen-Z does not stick to the conventional path. In many cases, what students really require is the right technology to unleash their full potential and pursue their passions and offbeat professions.
Samsung launched a brilliant campaign to drive awareness and promote the adoption of the Galaxy ecosystem that is a perfect fit in the everyday lives of students.
What was the underlying insight?
According to research, 61% of the Gen-Z population seeks opportunities to learn new skills and receive mentoring. 24% of young students want to pursue a career in a field that does not require higher education or vocational training.
In fact, this generation is more likely to leverage technology to display their talents, and bring about the change they wish to see in the world.
Samsung’s Back to School campaign clearly drew from these insights of the Indian youth and has been successful in connecting with the younger audience via a three film series that covered the journeys of students defying conventional expectations and a relentless pursuit of their dreams.
How was the campaign brought to life?
With some compelling storytelling, and a whole lot of creativity.
The first story is that of a music producer who creates new music to resonate with his listeners. The next focuses on a young podcaster’s journey from the classroom to the stage. The final episode is centered around a talented designer and how he transforms his passion for fashion into a stunning reality on the ramp.
The Samsung ecosystem is at the center of every episode, displaying how each device helps students in achieving their dreams.
From the Galaxy Book to the Galaxy Tab and everything in between – each narrative focuses on how the ecosystem helps bring dreams to life with innovative technology and features that assist students along the way.
Each film highlights the powerful features of the Galaxy ecosystem, in a subtle yet memorable way.
The campaign execution went way beyond just the films.
Samsung went all-out with an online and offline approach for maximum reach and impact. The digital campaign garnered over 2 billion impressions and 199 million social engagements, while OOH across the country spiked curiosity with visibility being created in areas with high footfalls.
The campaign also leveraged print as medium in 10 cities across major national & regional dailies, and tapped into the buzz of the T20 World Cup with presence across India’s matches.
It is safe to say that the campaign translated into real business impact for student centric devices and gadgets that Samsung has to offer with a growth of 2.36x in searches, 3.4x visits, and 1.3x sales vis-a-vis last year! Thanks to the 360-degree approach.
The right campaign for the right demographic
India has one of the largest student population in the world; Samsung struck the right chord with this one. The campaign connected with the Indian youth, nudging them to go beyond what is conventional and explore their capabilities – despite the challenges!
