The new Samsung ad for Galaxy S8 is unique in the history of the marketing of mobile phone products. For the first time, Samsung has used animals to convey a message about the splendid features of the mobile device. The setting is in the wilderness, and the information is available to the audience. An ostrich that gets stuck into a Gear VR comes to experience Samsung Galaxy S8 and is inspired to do the unthinkable. This video is very effective and fits the descriptions of a good advertisement. The company must have used values for lifestyle (VALS) to produce this ad. VALS are very important in understanding customer decisions for better delivery. The ad can be described using the VALS types: survivors, makers, strivers, believers, experiencers, achievers, thinkers and innovators.
Many people understand the living
conditions of animals in the wilderness. The norms of the ostriches speak of
their inability to fly high into the sky. The advert, however, comes to undo
the traditions and norms by inspiring the ostrich to imagine how good it would
feel to be in the sky. Samsung Galaxy S8 not only encourages the bird to dream
but makes the bird’s dream come true. The message flows well, and events are
well connected, making it easy to understand. While wandering in the
wilderness, an ostrich spots a picnic table and walks towards it to get food.
It pecks food from the plate, and some pieces fall near the Samsung headset.
The bird reaches out to the pieces when the headset suddenly gets stuck on its
head. Raising its head up, maybe, in an attempt to get the gear off, the bird
sees the sky very clearly. The vision of huge clouds, which have been magnified
through the Gear VR, gets the ostrich to think of flying.
This excitement is clear from how
it rattles its feathers, spreading the wings and flapping them as if preparing
to fly. The bird runs back to the group and goes passed them running. Its first
attempt to soar fails, and it falls to the ground with a thud. This does not
discourage. The ostrich remains curious and determined to fulfil its dream. It observes
the sky through the night and succeeds the next morning. It flies away from the
group. The background music passes this similar message about flight. Elton
John’s song, The Rocket Man, is about an astronaut father who is confronted
with mixed feelings about leaving his family behind to pursue his career. The
ad lasts for about two minutes, but the content is great. This ad uses the
ability of the ostrich to fly despite historical beliefs as doing “what can’t
be done” and the ability of Galaxy S8 to work with Gear VR to represent” what
can’t be made”.
Survivors
Survivors live with few resources
and believe that the world is changing too quickly. They are comfortable with
familiar conditions and are more concerned about safety and security. The
unique nature of the ad addresses the needs of such customers. Samsung is a
South Korean company which is known for the production of various electronic
devices. The ad is for marketing a new product that has just been introduced.
The massage is about galaxy S8, which can make its users discover new things
and succeed in pursuing new dreams. The fear and doubts of customers are
represented by the fall of the ostrich when it tries to soar. Therefore, the
ostrich’s successful flight is meant to convince customers that they don’t need
to fear because the product can be trusted to deliver what it promises.
Makers
They live within a traditional
context of family, practical work, and physical revelation. This type of consumer
tends to be suspicious of innovative ideas and does not allow intrusion. These
are the people represented by the ostrich in the group. They are not curious
and do not value the discovery of new things. The ad tells customers who are
comfortable with familiar things that they are likely to be left behind.
Strivers
Strivers go after fun, are
motivated by achievement and seek other people’s opinions and approvals. This
is how the Samsung Company can be described. It is determined to know what
customers think about its products to know exactly what to deliver and how to
do it. Customers in this category favor stylish products, and the company does
well to introduce a quality product that will satisfy their needs.
Believers
These people concentrate on
beliefs based on traditions and established codes like family, religion and
society. This group is also represented by ostriches that continue to walk in
groups and teach each other what they have heard from elders with no attempt to
implement change. People who follow norms are like the ostriches who don’t
believe they can fly. The advert encourages customers to move away from the
crowd and make new imaginations since the new technologies are able to fulfil
new discoveries.
Experiencers
Become enthusiastic about new
possibilities. Experiencers seek new opportunities and are risk-takers. Samsung
Company continues to develop new ideas through the testing of different
capabilities. They are like the ostrich with the headset, which is not
discouraged by falling over when it tries to fly. Like the ostrich, the company
continues to dream, believing it will achieve its desires someday. Customers in
this category also value fashion, entertainment and socializing. The new mobile
device is capable of satisfying these needs.
Achievers
Achievers lead goal-oriented
lifestyles with great commitment to careers and families. The staff at Samsung
Company can be described as achievers. The commitment in their careers can be seen
from how they focus on producing devices that will ensure the survival of the
company. They also work hard to market the product to ensure that customers
keep coming for more fashionable devices. The customers here prefer products
and services that are successful. The ad cares for their need for time-saving
information by providing a short ad lasting about two minutes.
Thinkers
They value order, knowledge and
responsibility. They tend to be well-informed about the world and events within
a nation. Samsung Company has good knowledge of market trends, and the changing
customer demands all over the world. This knowledge guides their production of
devices. They understand that customers look for durability, functionality and
value when buying products.
Innovators
Samsung is an innovator since it
has many resources which allow it to welcome the latest ideas and technology. Customers
in this category value image to help express their taste, independence and
personality. The people in this group are leaders in discovering and pursuing
new opportunities.
Conclusion
The message contained here may
not make much sense to the conscious mind because it is meant to go beyond the
normal limits of perception. Therefore, a viewer watching the video will miss
the point. Engaging the unconscious is necessary to understand the message
fully. Bearing psychological needs in mind, the marketers have used a hilarious
video. The video begins by showing normal life in the wild, but the fun begins
when the ostrich encounters the Gear VR headset that plays a flight simulator
video.
The bird’s reaction when it sees
the clouds so near brings joy and excitement. Friendship and love exist among
the birds, as can be seen from their concern about the member who has the
device, which makes it behave strangely. Curiosity drives the ostrich with the
headset making it determined to leave others behind in pursuit of its dream to
fly. The discovery of how beautiful the sky looks when viewed closely is the
source of excitement. The bird finally manages to fly away, this symbolizes
achievement.