Samsung Electronics, IDEO and Hungry Man recently launched a new digital advertising campaign focused on the significance of memory in PCs, smartphones and other digital devices, and the many advantages of Samsung memory.
Normally the more tech specific communication is directed towards businesses and professional procurement officers and thus not the consumers, but by visualizing user experiences with a humorous touch, the new video ads seek to tell just how important it is to choose electronic devices with memory components of high quality, high performance and low power consumption.
I question, if the consumer ever will be interested in these more indirect or hidden tech solutions as such. We demand high quality devices with the best possible technology, thus when facing the moment of truth and need to decide among brands, this will probably be of low value, priority and/or an expected functionality of the devices considered.
However, the frustrations shown and illustrated in the new web ads are certainly something consumers can identify with, which to my belief, is a vital first step to persuade consumers to actually be aware and care.
