While Samsung shines globally across various tech sectors, its air conditioner segment in Thailand faces the tough task of overcoming years of scepticism, especially among the vibrant youth of Gen Millennials and Gen Z.

But the fact is, in term of product, we have developed and improved over many years. So our challenge is how to connect with the young generation, and convince them to change their minds when considering purchasing a new air conditioner.

We've started with this insight : In Thai homes, grandparents don't like to change their minds which in turn affects household purchasing decisions. "This got us thinking: why not turn the grandmother, who rarely changes her mind, into an influencer with the mission to convince the whole family to change theirs, proving that even the most traditional-minded grandma can roll with the times,"

In Thai families, grandparents are often resistant to changing their opinions. Therefore, we employ grandmothers as influencers to persuade the entire family, demonstrating that even the most traditional-minded grandmother can adapt to modern changes.

We portray grandmother as an influencer, illustrating the evolution of Samsung air conditioners, using technical terms to highlight various features that might seem unconventional for someone of grandma's image. She does everything possible to change everyone's mind, even using special effects like Michael Bay, creating an unexpected twist from the beginning to the end of the film.

In just 2 weeks, we reached a higher number of viewers than expected, 11% more, in total over 7 million views across key platforms, with more than 29 million impressions. The entertainment value of this film has set our new record for 40% Completed Views, surpassing the benchmark by 5%.

And unexpectedly, this film not only captivated viewers until the end, but also drove them to visit our website with over 11,000 people, making our target audience truly aware that 'Samsung Air has truly changed'.