Samsung has recently decided to delve into the realm of health-focused advertising, leveraging couple rivalry as the driving force. The global campaign is centered around the use of Samsung’s Galaxy AI tools, which are designed to enhance their users’ health and wellness experiences.
The core theme of the campaign revolves around the modern wellness issues faced by Generation Z, with a focus on how they find the sheer volume of health information being pushed at them to be a source of anxiety. The remedies to these health issues can often be challenging to execute, necessitating a fun and engaging advertising approach to communicate effectively the solutions Samsung can offer.
To achieve this, BBH Singapore, an esteemed advertising agency, was assigned to create a captivating narrative. The result has been encapsulated under the title “A Samsung Health Story: Racing to Fiji”, steered by the creative hand of Rhys Thomas, renowned for his work on the popular television show, Saturday Night Live.
This advertisement narrates the story of a young couple, Stacey and Steve, who plan to revisit Fiji for a surfing trip – an activity they used to enjoy during their early days as a couple. Among the numerous challenges they face is the daunting task of getting fit. The plot develops tailoring on this storyline, as the couple stretches their limits to compare their respective energy statuses and keeping track of their activities, such as running and swimming.
The ad has been streamlined into a long-form runtime of two minutes and 30 seconds, with additional 30 and 15-second clips curated for global markets including the UK, Germany, and Korea. These edited versions are being aired across multiple popular platforms including YouTube, Instagram, and TikTok to reach out to a diverse demographic.
Samsung Electronics EVP, Sung Chang, shared his insight into this innovative campaign. He discussed the launch of Samsung Health, the new Galaxy Ring, and Galaxy Watch7 and Ultra. Integral to these offerings is the introduction of the Energy Score concept – a daily evaluation metric looking into users’ physical and mental health determined by their sleep quality, sleeping heart rate, variability of heart rate and daily physical activities.
With Galaxy AI’s cutting-edge technology, users get personalized messages and wellness strategies that are tailored to help them achieve their health intentions. It acts as a virtual coach giving the users a personalized health journey based on their individual needs and goals.
Sascha Kuntze, Chief Creative Officer at BBH Singapore also weighed in on the campaign, emphasizing that the attempt has been to introduce a comedic and playful take on health, breaking away from the stereotype that health issues are always serious and stressful. This unconventional measure, he reiterated, is about representing health situations through a light-hearted lens. In this manner, Samsung has successfully added elements of fun and entertainment to their health-oriented technology progression.
This initiative consistently highlights Samsung’s dedication to encouraging healthier lifestyles among diversity for its worldwide consumer base, using its technologies as a driving force to help achieve a healthier and happier life. As the campaign resonates with its viewers, it will stand as a testament to Samsung’s commitment to user well-being and its endeavor to make positive changes in its users’ lives.
