It is said that 'Generation Y' is light-minded, impatient, and good for nothing. But Samsung Galaxy does not think so. 'Next is Now' is the latest campaign initiated by Samsung Galaxy to bridge the generation gap and challenge Gen Y to prove themselves.
Boonsueb Chanchamsri, Senior Marketing Communications Manager, Telecommunications and IT Business, Thai Samsung Electronics Co., Ltd., released all enquiries about Samsung's latest campaign.
When Samsung develops a product or campaign, the development must be under the brand's core principle of 'Accelerating Discoveries and Possibilities'.
"Samsung Galaxy believes that everyone has a hidden talent. The only question is how you can find the talent inside you before you leave this world. Perhaps people who never succeed have never known what he is capable of. They might waste time doing things that are not relevant to their skill. They probably lack chances or tools to help them finding their charisma. Thus, we always work to help everyone to find his/her capability effortlessly in line with our brand idea", said Boonsueb. The idea of 'Next Is Now' campaign came from the attitude of the older generation towards Gen Y, who are considered impatient, unreliable, and cannot focus attention on anything long enough. No-original, Gen Y do things just to follow trends, go around and lead a nonsense life. They are also kind of jack of all trades.
"The target group study conducted with many Gen Y individuals revealed that the aforementioned attitude towards Gen Y are misunderstanding caused by generation gap. Been coached by Generation X and Baby Boomer, Gen Y also learn things from YouTube, Facebook, and other social online media. These have influence over Gen Y who have more access to data and information that other gens do.
"That is why Gen Y are relentless and like to explore things so much that make them look 'never settle'. We see that there are many new types of vocation created these days. Although they have occupations, Gen Y often have sidelines. Many are bloggers, restaurant owners, or online business entrepreneurs. New gen love to explore things, are relentless, and do what they like. They bring what they discover to improve their lives and this practice coincides with Samsung Galaxy that believes in hidden talent. And this led to the idea of 'Next Is Now' campaign", said the Senior Manager.
Apart from making other gens understand Gen Y, 'Next Is Now' wants to cheer up and support the new generation to find their hidden talent through its commercial with outstanding figures namely 'Mint-Monthon Kasantikul' and 'BeforeChamp' who can represent Gen Y very well.
Mint is a solo traveler who has a good deal of experiences from around the world. She is the owner of Rome Alone, a renowned travel blog with over 50 thousands likes. The girl just launched her first pocket book that many find it good inspiration. Mint represents Gen Y who is said to be good at "Go Around".
BeforeChamp is alias of the former violinist of the famous 'Teddy Ska Band'. So gifted, the violinist can play ten other instruments and he plays the musician who is said to be "Jack of All Trades" in this commercial.
Besides, The Next You application was also launched to attract those who never stop exploring to find their inner talent.
"Not only 'Next Is Now', but Samsung has just launched Samsung Galaxy S6 and S6 Edge to be its flagship products. Apart from premium performance worthy of Samsung's leadership in innovation, the two gadgets offer lots of cute features developed under Samsung's 'Accelerating Discover & Possibilities' brand idea".
Just like when you are looking for a love one, not only being good looking, cute, and smart, you might look into his/her attitude that matches you… the same as choosing your reliant smart phone.
