Samsung aims to grow stake in B2B market with emotive campaign

Lindsay Bennett
By Lindsay Bennett | 20 February 2017

Samsung has created an emotionally driven brand platform to educate Australian businesses on how they can better use technology in the workplace. 

The latest ad, created by Iris Sydney, heroes a broad range of products offered by Samsung instead of focusing on a single product.

The ‘Your business, your rules’ campaign aims to communicate how its mobile technology can help support the needs of today’s businesses. It features various Samsung products, including virtual reality headsets, smartwatches, software and solutions, mobile phones and tablets.

Everyday Australians are the focus of the 65-second ad, with various professionals using Samsung technology, including a nurse, a businessman and tradesman.

The campaign and newly launched website aim to communicate the brand’s difference from its competitor Apple, while driving Samsung’s business to business awareness, which is low in this market.

“It is driven by a brand perception in this market. Despite having a huge consumer awareness in Australia, the business-to-business awareness is only at 40%,”  Iris Sydney planning director Celia Garforth tells AdNews.

The philosophy behind the creative work was to put the person at the heart and show how technology can enable different experiences.

The voiceover says: “Who says one device fits all. Who says your staff are all the same? Who says your office has to be the office?”

“There is an increasingly blurred line between business and leisure. People don’t want to be confined to the office so we wanted to challenge the limits in the B2B category as well as humanise the brand and make it more relevant in this market,” Garforth says.

Iris Sydney client service director Mark Treadwell says the campaign is a first for Samsung Australia, creating a bespoke local approach for B2B.

“In the cluttered, grey world of B2B, the traditional and somewhat lethargic, off-the-shelf solutions approach is no longer cutting it with the way people run their businesses,” he says.

"One size no longer fits all. This is a first for Samsung Australia in creating a bespoke local approach for B2B, and in doing so has created a paradigm shift from bottom line profit to customer experience.”

The move away from product focused advertising is a shift Samsung has undertaken globally over the past two years, led by global CMO Marc Mathieu.

“If you are constantly pushing products then your brand is only as good as the most current product launch and in Samsung’s case, there has been a few problems," Garforth says.

“Moving away from pushing individual products was a decision based on the finding that advertising doesn’t always work on a rational level. You have to appeal to people’s emotions."

The repositioning for Samsung can be seen in its 2016 Olympics work as well as its Christmas campaign, choosing to focus on the human experience rather than technology.

The Galaxy Note 7 made headlines globally and has caused significant backlash for the brand.

Recently Samsung released an ad explaining what went wrong with the phone. The brand is now faced with the challenge of regaining consumer trust.

“The products are generally amazing and Samsung won’t completely move away from product-based ads, but there is recognition that emotional advertising and brand building is really important,” Garforth says.

“Apple is a design company but Samsung is an engineering company with an open ecosystem and huge range of prices and devices that suits various needs. That’s our differentiator."

The campaign will roll-out via digital channels appearing across LinkedIn, Facebook, YouTube and supported with a new website.

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