When each family intent to purchase the air conditioner,

The decision-maker mostly concerns with technical info, BTU, size, or power

consumption. Therefore, men play a significant role in purchasing decisions due

to their information comes in digits and complicated units, while the family

caretakers are mostly concern about family members’ health.

Samsung air conditioner comes with a built-in PM1.0 filter that helps to purify

the air at a maximum rate and Wind-Free™ technology which reduces the

chance for elder family members to get cold. With these healthy features, we aimed to encourage neither men nor woman but every family members who live together, breathe together, to choose together.

Turn a family caretaker into a decision-maker. By asking each family the same

provocative question “If you can choose, which one of you would die first?”

And we let them choose the answer together. This is how we make them realize

how important the quality of the air they breathe together is.

Make it unique and different from the market by thought-provoking

communication direction and dramatized the emotional approach for launch

impact & more digital engagements. Winning communication proposition by leveraging existing health positioning (wind-free) to be more intelligent, with the purification that is more relevant & answer to what consumer needs.

- 4 short VDOs target different demographic target

- 25 February 2020 - 30 June 2020

- Samsung Thailand Facebook / Youtube/ Line OA

170,829,308 Impression

20,929,001 Reach

400,000 THB earned media

160+ positive comments talking about their loved one and products