TVs, ACs, washing machines – we use them all, and we hope they’d all be different somehow. That the screen wouldn’t go all burn-in on us, that the washing machine wouldn’t ruin our favorite sweater, and that the AC wouldn’t leave us either sweating or freezing in the wind.

We all use these everyday appliances and we all have our fears when using them. Samsung’s “Face Your Fears” mini-campaign was all about showing how Samsung’s home appliances successfully address these fears, so you’ll finally get to use your appliances carefree.

Understanding consumer concerns

The idea was to present Samsung’s home appliances with a deeper appreciation for consumer concerns. The average consumer of home appliances is usually dissatisfied with an aspect of the products that makes it inconvenient to use them.

By reminding the audience of these shared fears and displaying an understanding for the audience’s common concerns, Netbina’s creative team wanted to present product features from a fresh perspective. The mini-campaign included three videos each highlighting a feature that helped consumers “face their fears” and use their appliances without worrying about how they might ruin a viewing experience, or make them suffer through a hurricane.

“In one video, we see a man unsure about whether to should turn the AC on because they have to decide between freezing in direct wind or going on burning up with the AC turned off”, explains Hengameh, Activation planner at Netbina, “But the idea is that with Samsung’s products, you can finally face your fear and turn the AC on because Samsung has addressed this concern and you won’t have to freeze.”

Samsung saves the day (and your sweater!)

The feedback received on campaign content showed that the audience appreciated the core concept of the campaign and the understanding of their concerns. It also showed how the audience is interested in learning more about the technical aspects of the products.

Samsung’s audience was curious about how the product’s main features work, and how they can make a difference – how they can make everyday life more convenient and enjoyable. 

It’s one thing to promote a feature, and it’s a whole other thing to see the practical benefit of the product in action as something very tangible. What’s the “free” in WindFree and why does it matter? How does it make a change in a world full of high-tech, cutting-edge home appliances offered by hundreds of top-notch brands?

It’s reassuring to see how your choice of a home appliance can help to save the day, and quite possibly, your favorite sky blue sweater that you just can’t bring yourself to throw in the washer.