The media is all aflutter with the latest Samsung Galaxy Gear Watch ads and with this new product launch comes a new campaign approach. Samsung has become a master at delighting consumers via clever ads that introduce the latest innovations, whether it be refrigerators, mobile devices or televisions. The Galaxy Gear ads don’t disappoint and have once again captured the imagination of consumers from all ages and demographics.
Two ads, which have already aired on national television, pay homage to the dreamers that depicted the smart watch ideas through multiple generations of television. They seamlessly transport us back through time, reminding us of our favorite characters and the high tech gadgets we all wished we could have … finally revealing that of course, ‘the next big thing is here’.
As one would expect the ads score quite well. New products with such cutting edge innovation tend to do well particularly with the youth, and these ads did just that. But they don’t stop there. The ad pulls top scores across all components and all demographics, becoming the top two ads of the Mobile Device category for the past 12 months.
The two ads are similar in their message but differ creatively. The higher scoring of the two, “Science Reality” uses a video montage of the aforementioned sci-fi inspired tv shows, featuring the characters employing their respective smart watches. The second features glamour shots of each watch – one from Dick Tracy, the Jetsons, Knight Rider and so many others – with the final shots reserved for the sophisticated touch screens of the Samsung Galaxy Gear Watch.
Perhaps the ensemble of clips (both visual and voiceover) is what carries these ads across age and gender demographics. Akin to several of our recent AOTQ winners, there’s a little something for everyone.
Outstanding Attention and Change scores indicate that consumers are intrigued by this latest innovation – but the Relevance and Desire scores make us wonder if these won’t be topping the Holiday wish lists, certainly among the 16 – 35 year olds.
As evidenced by more than 600 optional verbatim responses between the two ads, consumers are simply fascinated with the concept. But interestingly, the Samsung brand was only mentioned in 3% of responses.
A third ad has been generating some buzz as well. “The Developer” takes an entirely different approach featuring a hit song by up-and-coming 16-year-old New Zealand singer Lorde as sung by a group of children wandering their desolate neighborhood streets while a man destroys buildings and creates a soccer field for the kids to play – all using his Galaxy Gear Watch and Galaxy Note 3.
Consumers gave the ad high marks despite some confusion over the storyline.
Attention and Change are the driving scores – as is the case with the first two ads. Relevance struggles a bit implying viewers were challenged to relate to, or see the practicality of what was happening in the ad.
While the Male audience scored the ad above norm, this ad really finds its home with Females and skews younger.
We see in the verbatims that people were both entertained by the music and the story, if slightly confused by the message. Of the 331 verbatims collected for this ad, 5% mentioned Samsung. Interestingly, in what Samsung may have been shooting for, many respondents likened the spot to a good movie.
It will be interesting to see what other players have up their sleeves… What other “Get Smart” gadgets might be near fruition?
